Tuesday, November 15, 2016

4 Misconceptions About Marketing Content Creation

The quality, quantity and frequency of your marketing content creation can make all the difference in your organization's growth and success -- but it isn't always easy to know whether you're going about it the right way, especially when there are so many opportunities to mislead yourself. Here are 4 common misconceptions about marketing content creation you'll want to sidestep.

1. Your content should be about you. 

I sometimes see what I call "This Little Piggy Marketing," so named because it goes "We We We" all the way home. While it's important to provide a unique and compelling description of your organization's, history, mission and solutions, nobody's going to buy from a company that only talks about itself. The bulk of your marketing content shouldn't be about you; it should be about your audience -- the person perusing your content right this minute in search of a specific answer to a burning need.

2. Longer is better.

You may encounter so-called rules about how long a landing page or blog article should be, with longer typically portrayed as automatically being better. Take these with a few cellars of salt. Don't assume that because a web page or blog article is twice as long, it's automatically twice as good. Compact, meaningful verbiage usually carries more of a punch and makes a more memorable impression. It's true that the bigger an investment you're asking for, the more depth, detail and persuasive arguments you need to provide. But as a general rule, write only until you've made your point. Then stop.

3. SEO is everything.

I've addressed this point before, but it's all too easy to fall into the habit of writing "for SEO purposes." Yes, search engine optimization is important, and yes, regular, relevant content can help you boost yours. But keep in mind that SEO can only put your audience in front of your products and services; it can't inspire them to buy. The real power of your marketing content lies in its ability to hit your prospects and clients where they live once you've gotten their initial attention. As critical as it is to get visitors through the door, it's even more critical to convert those visitors into customers. 

4. Once you've created "enough content," you're done. 

Unfortunately, the tale told by your marketing must be a never-ending one, for the simple reason that your clientele, the business world and your own offerings are constantly changing. If you create a big pile of content and then simply stop generating more, that pile will eventually grow stale, no matter how brilliant it may be. To make matters worse, your clients may get the impression that your business has gone similarly stagnant. You must keep re-engaging your audience with fresh, relevant content that holds their attention and inspires new purchases.

Steer clear of these misconceptions, and you'll find it much easier to keep your marketing ROI on course toward your goals. Do it right -- and watch it work!