Is content marketing overhyped?
February 9th, 2018 by Bob Bly
A week or so ago, I received via email a link to an article
titled — “How to Stop Acting Like a Marketer and Start Thinking
Like a Publisher.”
And the misguided ideal it promotes — that we are all publishers,
not marketers — is a sure road to ruin.
The problem with this attitude … that we are educators, not
sellers … is it fools too many unsuspecting content marketers
into believing we are in the business of creating and giving away
free information.
But we are not. No, the business we are really in is that of
marketing and selling our products for a profit — ideally,
products that can help our customers solve their problems and
give them better value than anything else out there.
To that end, content marketing (publishing) — is merely one of
multiple channels we use to promote our business.
But it is not THE business we are in. It is simply a way of
generating leads and sales. The thinking implied in this article
title is fallacious and potentially wasteful and costly.
For instance, if you manufacture valves, pumps, and mixers, you
are in the chemical process equipment business.
You may publish a variety of materials about these products and
their features, design, and application — everything from data
sheets and videos, to technical articles and white papers, to
case studies and installation manuals.
So yes, you are publishing useful content.
But, you are not IN the publishing business. You publish these
materials only to support the real business you are in: the
process equipment business.
If you believe otherwise … that your business is publishing or
brand journalism … you are fooling yourself.
Worse, you may be turning out a ton of publications that, while
interesting and educational, are not supporting the marketing and
selling of your products — and are therefore largely a waste of
time, money, and effort. In other words, content pollution.
Action step: create a marketing plan, and integrate content in
support of the sales funnels, calls to action, marketing
objectives, and the information needs of buyers — overcoming
objections while convincing them that your technology is the best
solution for their problems.
This entry was posted on Friday, February 9th, 2018 at 2:06 pm and is filed under Direct Marketing, General, Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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Content marketing has become a central strategy in the digital marketing landscape, often heralded as a vital tool for attracting and engaging audiences. However, like any popular trend, it’s worth examining whether content marketing is overhyped and how it can be effectively implemented to avoid pitfalls. Here’s a nuanced look at the debate:
Arguments That Content Marketing Might Be Overhyped
1. Saturation and Competition:
– Content Overload: The internet is flooded with content, making it increasingly difficult for individual pieces to stand out.
– Diminishing Returns: As more businesses adopt content marketing, the novelty wears off, and it becomes harder to capture attention.
2. Quality vs. Quantity:
– Pressure to Produce: The push to constantly produce content can lead to a focus on quantity over quality, resulting in lower engagement and value for readers.
– Content Farms: The proliferation of low-quality content created for the sake of having content can dilute the effectiveness of genuine, high-quality efforts.
3. Measurement Challenges:
– ROI Tracking: Measuring the direct impact and ROI of content marketing can be complex, leading to uncertainty about its effectiveness.
– Long-Term Investment: Content marketing often requires a long-term commitment, and the benefits may not be immediately apparent, which can be discouraging for businesses looking for quick wins.
4. Changing Algorithms:
– Search Engine Algorithms: Constant changes in search engine algorithms can impact the visibility of content, making it difficult to maintain a consistent reach.
– Social Media Platforms: Similar challenges exist with social media platforms, where algorithm changes can affect how content is distributed and seen by followers.
Why Content Marketing Is Still Essential
1. Builds Trust and Authority:
– Expertise: High-quality content establishes your brand as an authority in your industry, building trust with your audience.
– Relationship Building: Consistent, valuable content helps nurture long-term relationships with customers.
2. SEO Benefits:
– Organic Traffic: Well-optimized content improves your search engine rankings, driving organic traffic to your site.
– Backlinks: High-quality content is more likely to earn backlinks from other sites, further boosting your SEO efforts.
3. Engagement and Retention:
– Audience Engagement: Content marketing fosters engagement by providing valuable information that meets the needs and interests of your audience.
– Customer Retention: Regularly updated content keeps your audience coming back, helping with customer retention and loyalty.
4. Versatility and Repurposing:
– Multi-Channel Use: Content can be repurposed across various channels, such as social media, email newsletters, and webinars, maximizing its reach and utility.
– Evergreen Content: Quality content can remain relevant and useful for a long time, providing ongoing value and engagement.
How to Avoid the Pitfalls and Maximize Content Marketing
1. Focus on Quality:
– Value-Driven Content: Prioritize creating content that genuinely addresses the needs and interests of your audience.
– In-Depth Insights: Offer unique insights and detailed information that stand out from the general noise.
2. Strategic Planning:
– Content Strategy: Develop a clear content strategy aligned with your business goals and audience needs.
– Content Calendar: Use a content calendar to plan and organize your content production and distribution.
3. Effective Measurement:
– KPIs and Metrics: Define key performance indicators (KPIs) and use analytics tools to track the performance of your content.
– Adjust and Improve: Regularly review your metrics and adjust your strategy based on what’s working and what’s not.
4. Adapt to Changes:
– Stay Updated: Keep up with changes in algorithms and industry trends to adapt your content strategy accordingly.
– Diversify Channels: Don’t rely solely on one platform; diversify your content distribution across multiple channels to mitigate the impact of algorithm changes.
Conclusion
While content marketing may seem overhyped due to its widespread adoption and the challenges of standing out in a saturated market, it remains a vital and effective strategy when done right. By focusing on quality, strategic planning, effective measurement, and adaptability, businesses can harness the true power of content marketing to build trust, improve SEO, and engage their audience. Rather than viewing content marketing as overhyped, it should be seen as a tool that requires careful execution and continuous optimization to achieve the best results.
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This comment emphasizes that while informative content is valuable, its primary role should be to drive sales and support business objectives, not to replace them. It challenges the idea that businesses are primarily publishers, stressing the importance of integrating content into a broader marketing strategy to achieve meaningful business outcomes effectively.
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The article argues against the idea that businesses
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