The word content marketing means, in fact, that program of written or multimedia, digital or physical content, with which companies, relying on the most advanced advertising and marketing agencies, can promote their own product or service, or even their personal brand. Writing texts proposed in grammatically correct language, with a captivating appeal, which touch the chords of the consumer’s soul from an emotional point of view, and optimized to respond to Google’s SEO metrics, is the right key to sponsoring effectively.
Not only written content, but also video tutorials, teasers, carousels, photo slides impeccable from the point of view of resolution, beautiful, stimulating: the world of content marketing is varied, but it is essential to dispel some myths circulating on the web! Here are 4 analyzed for you.
Myth 1: Content marketing is just blogging
Here’s one of the hardest misconceptions: content marketing isn’t just about writing! Doing content marketing does not only mean writing a blog, even if it is divinely written, but it also means all the work behind it, i.e. the ability to systematically program the output of texts, accessorize the content of images, videos, teasers, podcasts and infographics that make the reader land perhaps directly on the connected social network, such as Facebook, Instagram or Tiktok, on the e-commerce or on the reference site.
Yes, exactly, it is also possible to make content with a video, an infographic! Podcasts and infographics, in fact, are also part of the wonderful world of content marketing for companies: in a nutshell, all the visual, multimedia, digital or physical content that can be created and that stimulate the customer in a multi-sensory way, are useful and effective in view of the sale of the product or service, but also to create appeal on a brand value.
Let’s remember: the production of quality corporate content goes beyond the copywriting for a blog or a page: it is the substance that feeds the curiosity of the reader, possible customer and consumer, or the prospect, and it is the vehicle with which it reaches his mind and heart, his senses, always through the modality of emotions.
Myth 2: Content marketing results are immediate
Anyone who told you that content marketing results come right away lied to you! No, it takes patience, perseverance and dedication: a well-done content marketing program ensures fruits that materialize over time, thanks to a progressive and gradual improvement of the so-called brand reputation. An effective promotion strategy through valuable and quality content aims to hit the customer emotionally, cognitively and emotionally, and to allow the product or service to break into his heart. The consumer must trust the company, a relationship of trust must be built, why not also of confidence, which is based on a fundamental concept, that of reliability.
Just think of famous food brands that have been able to enter the homes of their customers and bring them to their tables. And thanks to a specific corporate content marketing project, and the complete rewriting of their contents, possibly revisited in a “more modern” perspective, and able to make the products even better, more loved, more glamorous, possibly versatile for any type of tasting.
From the mother’s kitchen to that of the off-site student, of the young chef who wants to experiment, of the newly married couple who don’t have much time to cook: a reinterpretation of even an old brand manages to transform the most classic of products into a trendy product despite the passing years and the fashions that alternate. But, we repeat, it takes patience, perseverance, tenacity and determination: a well-made corporate content marketing program must always be supported by the concept of reliability, of a product that enters homes and everyday life calmly, with a reliable proposal that generates gratitude even in the most demanding and distrustful customer. After all, you “don’t get to know each other” right away, do you?
Myth 3: Content marketing is only for certain business sectors
Nothing could be more wrong and confusing! All industries need to create appeal around their products or services. Everyone, regardless of what their core business is. Because all companies must be able to create trusting relationships with consumers.
Not only the sectors that involve the most from a sensory point of view, such as the field of food & beverage and catering, derive concrete benefits from a good content marketing program: whether we are talking about a croissant with cream or a good glass of wine, a radiator, a wastewater sump or a cistern, All products and services can be promoted and sponsored through valuable, captivating, serious, true and quality content.
That’s right, because content for the web, aimed at sales and more purely commercial, or even those that focus on the emotional sphere, are for everyone, they are not exclusive: a text, as well as an image, must first satisfy the need to inform, evade doubts, tell the product in order to make it known to the consumer. Content must be informative: once the customer is aware and responsible for the purchase, it will be even easier to win him over from a confidential point of view. A relationship of trust between product and B2C customer is therefore based on three fundamental steps: conquest from the point of view of emotions and curiosity, which is based on perceptions and is the one that strikes in an almost ancestral and primitive way, linking to memories and memory, to sensory stimulation and to the cerebral cortex that manages emotions.
Secondly, the customer is informed about the characteristics, performance, and skills of the product: only once he is fully informed, persuaded and convinced, will he be able to process the purchase. Finally, over time, and with a continuous relationship of reliability, a relationship of synergy, reliability and confidence is consolidated, which establishes the (not immediate) success of the brand.
Acknowledgments and gratitude that are perpetuated over the years despite fashions and eras, and produce what we call TOP BRAND. This applies to all sectors, from pharmaceuticals to construction, from industry to fashion.
Myth 4: Content marketing is easy and requires no strategy
The production of a good content marketing program must be entrusted to professionals, to a specialized, qualified and competent digital marketing agency, able to produce valuable content, from visual to digital, from writing for the web to paid advertising on billboards in your city.
In conclusion, it is essential for every company, regardless of the sector, to understand how content marketing is neither a quick nor a univocal solution, but that it instead requires expertise, creativity and a constant commitment to produce content that is not only informative and engaging, but also authentic and in line with the company’s values, so as to build and maintain a solid brand reputation for a long time, very long, term.