Over the past few years, content marketing has evolved from mere buzzword to become the definitive way of engaging with various online audiences. Over the coming year, some 58% of businesses plan to increase their content marketing budget.
It’s interesting then, that the debate over the ROI of branded content rages on. The question of whether content delivers better ROI than ‘traditional’ advertising is still heard at marketing conferences. Those who can count to the penny the ROI of their DR mailings or online display buys may still question how to measure content’s value.
The temptation is often to measure the value of content by way of likes, shares and comments. This seems well and good, since those who ‘like’ your brand may be more inclined to buy your product. Then ‘shares’ offer another important measure of word of mouth recommendation. But is it? Can ‘likes’ actually predict purchase intent? Are ‘shares’ guaranteed to impact sales?
At BlogStar, we understand that content marketing is still in its relative infancy, so here we shall attempt to demystify 5 misconceptions about so called ‘brand publishing’ that stand in the way of inventive marketing:
Myth #1: People only want news
Not true. Audiences look to their preferred news supplier for topical content, it is not necessarily what they expect or want from brands. Rather than chasing stories, publish content that has enduring value for your target audience. An informative, relatable video tutorial will never become ‘tomorrow’s fish and chip paper’ – it will serve as evergreen content that adds value over time.
Myth #2: Content should never sell
A slightly more contentious one, this. The best content, just like the best tradesman, will always ask its audience: “how can we help you?”, rather than “what can I sell you?” Create content that entertains, informs, even delights your intended viewer, and they will be more likely to convert into a paying customer. Yet there is a place for conveying how your business can be of service. Tread the line lightly, and always aim to be an indispensable source of helpful advice.
Myth #3: Don’t brand your content
People don’t like adverts. Generally, this is fact. My parents would quip that the National Grid lights up when the ads come on during Coronation Street, as the nation rushed to make a cup of tea. Fast forward a couple of decades, and people skip ads on smart TVs, ignore pushy online display and are quick to hit unsubscribe if an email feels pushy. It’s only natural to assume that if your brand is associated with content, people will ignore it. But if what you offer is compelling, useful, invaluable – why wouldn’t you want to align your brand with it?
Myth #4: ‘Shares’ are everything
Instead of obsessing over creating content that people will share, advertisers should instead try to make content that helps an individual customer at their particular moment of need. The end goal is to build desire for goods, sell products and create loyal customers. The most helpful pieces of online content, the ones that build great loyalty, are not always the ones people feel compelled to share.
Myth #5: Great content requires creative genius
Branded content should always help tell a company’s unique story. It is an opportunity to tell a positive, emotional narrative that will resonate with the intended audience. Once a business starts to think like a publisher, ideas will start to spark. Rather than staring at a blank screen, cursing blogger’s block, take a walk around the workplace, talk to people – stories are hiding everywhere, it’s your job (and ours) to find them.
Photo: Het Nieuwe Instituut
