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Common Misconceptions About Content Marketing

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Common Misconceptions About

Content Marketing

by Nicole Kohler

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A super quick introduction

Hey, I’m Nicole — from Manchester, PA

Content Creator for WooCommerce at Automattic

Prior experience as a content strategist and eCommerce manager (AMA about wall stickers)

My passion = helping WordPress users and store owners find ways to grow and succeed

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Why content marketing?

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WordPress lends itself well to

content marketing,

but

There are a lot of misconceptions about what content production, and marketing that content, makes your website, business, or online store capable of.

With the recent rise in popularity, content has come to be viewed as a “magic bullet” that can give you more traffic, better search engine rankings, and higher

sales.

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Three misconceptions about

content marketing

1. Content marketing improves your SEO

2. Content marketing gets you more tra

c

3. Content marketing makes you lots of

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“Content marketing

improves your SEO”

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Why this misconception happens

Search engines use keywords to determine relevancy Search engines love unique content

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Reality check:

If you’re using content marketing solely to gain

leverage in search engines, you’re doing it wrong.

Google can and will pick up on user signals (bounces, exit rates), so if users think your content sucks, any temporarily improved rankings will be negated.

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How you can actually improve your

SEO with content

Focus on the user experience — Google pays

attention to how visitors interact with your site

Prioritize unique ideas or topics you’re an expert on,

since competition will be reduced and/or your quality will naturally be higher

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“Content marketing

gets you more tra

c”

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Why this misconception happens

“Google loves content! I’ll give it lots and get ALL the

rankings, and ALL the traffic!”

Perceptions of users/shoppers seeking out content

that there might not actually be a strong desire for (did you do your research?)

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You might get tra

c,

but

If you don’t produce content with a call to action,

visitors will leave after consuming it

If your content doesn’t have a strong relation to how

you’re trying to make money, it won’t help you do that (either long-term or short-term)

If your content has nothing to do with your site at all,

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How you can use content to get more

(qualified) site tra

c

Write about topics most relevant to your site, your

brand, or your area of expertise — this ties into SEO

Allow readers to subscribe and share

Promote via email, social media, and other traffi

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“Content marketing will

make you $$$$$”

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Why this misconception happens

Missing calls to action hurt you a lot

Sometimes your content just isn’t compelling enough

THE BIG ONE: we think visitors will be so impressed

by a piece of content that they’ll explore your site and

take immediate action, but the decision-making

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“What a great piece of content! I

am so impressed by you, take all

my money!”

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The customer decision-making process is

much longer and much more complex than

you might expect.

This is why many new content producers

fail or quit:

they expect immediate results

.

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– Rand Fishkin, “The Greatest Misconception in Content Marketing”

“As a result of this mythology, a ton of people and teams who invest in content marketing fail to properly plan for the required

time and effort needed. That's hugely costly, because it means that a ton of pressure sits on […] one person or a very small team of people who all do inbound marketing together. You don't have the budget or the bandwidth or the belief from your executives or

your client to get to where you need to get to.

They fail to invest in the practice long enough, and they just give up too early. [When it] doesn't work once, a lot of the people who

would have invested in content marketing, for the long term, are out of the game.”

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How you can link your content to

higher sales

Think about potential audiences you need to target — new

visitors who don’t know what you do, shoppers who have a need for your products but don’t know your brand, those ready to

convert, etc. — and produce content targeted for those audiences and their needs

Create content that answers questions commonly posed by

searchers with buying intent (read about Marcus Sheridan and the River Pools and Spas story)

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Is content marketing right for me?

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Content marketing is worth a try if…

Your target audience is likely to seek out education

or answers prior to making a purchase

You can commit time to researching ideas and

producing content, even if it’s occasionally

You have something unique and of value to offer,

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Takeaways

Content can help with SEO as long as users are interacting

with it in a positive manner (poor content = poor rankings)

It can increase your traffic if it’s on a topic that’s

sought-after — but it should still be relevant to your site

Making money with content isn’t an immediate thing, but it

can be done if you think carefully about customer needs

Content marketing isn’t for everyone, but if you have the

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Thanks!

Have any questions?

if you think of something later,

References

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