Before talking about the pros and cons of content marketing let’s talk about content marketing first:
What is Content Marketing
Content marketing is defined as a strategic, long-term approach encompassing various forms and types of content that, over the course of time, influences customer behaviour and drives a specific action. This definition helps us understand that it’s not just about publishing a bunch of articles. Instead, content marketing is about creating value for customers and ultimately driving revenue.
According to the Content Marketing Institute, there are four key components to effective content marketing:
1. Create relevant content.
2. Publish that content across channels.
3. Measure success.
4. Build a plan for future growth.
Pros And Cons of Content Marketing
The term “content marketing” describes a range of activities aimed at creating and distributing relevant content to attract customers and prospects online. This includes everything from blog posts to white papers, ebooks, videos, infographics, social media posts, etc.
This guide provides the advantages and disadvantages of content marketing.
Advantages(Pros) of Content Marketing
Content marketing is all about providing valuable information to help people solve problems. If done well, it builds trust and credibility while educating your audience. But it doesn’t mean you need to sell anything. In fact, if you do that, you’ll annoy your audience and lose their trust. Instead, focus on being authentic and helpful.
1. Brand awareness
People consume content because it makes them feel good about themselves. If they like what they read, they are more likely to remember your name and look out for your products and services.
When people see that you provide reliable, relevant information, they will trust you and your opinions. They will be more willing to listen to you and follow your recommendations.
Your audience will become loyal followers of your brand. Once they know you care about them and want to give them great content, they will be more likely to purchase from you.
You can increase sales by providing helpful tips and advice, and sharing interesting facts and figures.
5. Customer retention
Customers will return to your site again and again, simply because they enjoy reading your posts.
6. It Can Facilitate Your Sales Process
Content can help you close deals faster by providing a case study for validation, showcasing your company’s knowledge on topics that customers care about, pointing the customer to a specific landing page that demonstrates how well you can solve problems, etc. Content can even help you close deals faster because it provides a way to validate your expertise without having to spend money upfront.
There are three main use cases where content facilitates your sales process after a customer has engaged with sales.
a. Provide a Case Study For Validation
A case study is usually used to demonstrate why a product or service works, what makes it unique, and how it solves a problem. A good case study helps convince people that your solution is worth buying.
b. Showcase Your Company’s Knowledge On Topics Customers Care About
If you know something about a topic that customers are interested in, chances are they want to learn more. You can provide articles that showcase your company’s knowledge on topics that customers are interested in. This type of content is great for answering questions like “What does my competitor do?” or “How did you build your team?”.
c. Direct Potential Buyers To Landing Pages With Specific Capabilities
You can create content that directs potential buyers to a specific landing page on your website. These pages often have specific capabilities such as “Find Out More”, “Get Started Now!” or “Buy Now!”.
7. Feedback From Your Potential Customers
The best way to learn about what people are searching for online is to ask them directly. But how do you know whether you’re asking the right questions? There are many ways to collect data, including surveys, focus groups, and even social media posts. However, there’s another method that’s less intrusive and more effective: collecting feedback from your target audience.
This type of feedback can help you make changes to your site and product based on what people want. For example, you might find out that some visitors don’t like your pricing structure because it doesn’t include shipping costs. Or maybe you notice that most of your traffic comes from mobile devices, but you haven’t optimized your site for those smaller screens.
Tools to get feedback
You can use tools such as SurveyMonkey and Qualaroo to gather feedback from your audience. These platforms allow you to quickly survey your entire customer base without having to send individual emails. Once you’ve collected responses, you’ll be able to analyze trends and see which products and features are working well and which ones aren’t.
8. Forcing A Niche
A lot of people struggle with picking a niche. They don’t know what they’re best at, or what they’d like to do. So they just pick something broad and hope that they stick with it. But this isn’t always the case. If you’re struggling to figure out what your niche is, here are some tips to help you force yourself to narrow down your options.
a. Ask Yourself What You Want To Be Best At
Start by asking yourself what you want to be best at. Do you want to write? Or maybe you want to build products. Maybe you want to design logos or run marketing campaigns. Whatever it is, make sure that you’re clear on what you want to be doing. Once you’ve figured that out, you can move on to step 2.
b. Define Your Niche
Now that you know what you want to be focusing on, it’s time to figure out what you’re best at. Start by thinking about your skillset. Are you great at writing? Great at designing? Great at building things? Great at marketing? There are probably hundreds of different ways to answer this question, depending on your skill set. But whatever you come up with, make sure that you understand what makes you unique.
c. Find Similarities Between Different Industries
Once you’ve got a better idea of what you’re best at and how you fit within your niche, it’s time to find similarities between industries. For example, let’s say that you love creating digital products. Well, you might notice that there are several different types of companies that sell physical goods online. And while those companies aren’t exactly the same as each other, there are definitely commonalities that you could use to identify your niche.
Disadvantages(cons) of Content Marketing
Content marketing is one of those things that sounds good in theory, but doesn’t work well in practice. There are many reasons why content marketing isn’t effective, but here are some of the most common ones.
1. Lack of focus.
Content marketers often try to do too much. They write about everything under the sun and don’t know what to say about anything. This leads to poor-quality content, and ultimately to failure.
2. Poor planning.
When people start out, they tend to plan way too far ahead. They’ll spend hours writing a blog post, and then realize they haven’t thought about how to promote it. Or they’ll come up with a brilliant idea for a video, and then find themselves without enough time to produce it.
3. Bad execution.
People put together great ideas, but then they fail to execute them properly. They make mistakes along the way, such as producing low-quality videos or failing to use social media effectively.
4. Not having a clear goal.
Many people jump into content marketing without knowing exactly what they want to achieve. They might write a few articles, but never publish them because they don’t know whether they’ve succeeded.
5. Being afraid to fail.
Some people are afraid to fail. They won’t even attempt something unless they feel certain that they’ll succeed. But this approach rarely works. Instead, you need to take risks and learn from every mistake you make.
6. Trying to please everyone.
Some people believe that they need to cater to everyone else’s needs, rather than focusing on their own goals. This makes them unhappy and leads to burnout.
7. It Can Be Very Time-intensive.
Content marketing is one of those things that sounds like it should be easy — you just write something, publish it, and watch the traffic roll in. But creating great content isn’t always easy. In fact, it can take hours, days, weeks, months, or even years to generate each piece of content. And while some marketers might think that once they’ve written the perfect blog post, published it, and optimized it, the work is done, that’s far from true. There are still plenty of steps needed to make sure that the content is engaging and effective.
In addition, generating content takes time, usually involving multiple people, multiple drafts and multiple reviews. This includes writing, editing, reviewing, proofreading, and publishing. Plus, there are additional tasks involved in promoting and optimizing content. For example, you’ll want to consider how many times you’re going to promote your content across social media platforms, what types of posts you’re going to use, and whether you’re going to include calls to action.
8. High-complexity Marketing Method
Content marketing is one of those things that people think about every day without really understanding what it is. But it’s actually a very complex process. There are many different ways to do it, and each way requires a specific set of skills. So how does it work? Well, there are three main components:
1. Content creation
9. It’s Not A Complete Solution On Its Own
Content creation is one of the most important steps towards building an online presence. But without a clear strategy behind how you’re going to distribute your content, you won’t see much success. In fact, creating valuable content isn’t enough, you need to think about how you’re going to use it once it’s been published. If you want to build a successful business, you need to understand why customers are searching for certain information, and how you can provide them with exactly what they’re looking for.
You might already know that there are many different ways to reach out to your target audience. For example, you could start by publishing blog posts, writing articles, or posting videos on YouTube. Then, you could try promoting those pieces on Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc. Or, you could even go straight to your customer base via email, SMS, or phone calls.
But, none of these tactics alone will work well. Instead, you’ll need to combine multiple channels into a cohesive campaign. This way, you can ensure that your brand stays front and centre in the minds of your target audience.