The five myths of content marketing

Robyn Bald

Jun. 30, 2017

These days, content marketing is all the rage in digital marketing circles. But what actually is content marketing? The Content Marketing Institute (yes, there is such a thing) defines it as: “A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Pay special attention to the bolded terms. Distribution is as crucial as creation, relevancy and consistency are key, and it’s important to focus just as much on retention as acquisition.

Just as content marketing’s definition needed to be unpacked, there are misconceptions about it that need to be dispelled. Power up your strategy by understanding the reality behind five common content marketing myths.


Myth #1: It’s all about content creation
Reality #1: Start with content distribution

Content creation is meaningless if there’s no distribution plan. Spend at least 50% of your time on distribution. Don’t create content and then shoehorn it into available channels; instead, identify which channels are best for content, and then create content specifically for those channels.


Myth #2: Distribution = starting a blog
Reality #2: Distribution = all channels

Too often, people equate content marketing with starting a blog. Blogs are only one channel – one piece of the puzzle. All channels need to be considered; everything is content, not just your blog. Think about all of the channels you have available to you, which audience you’ll reach via each and which types of content will most resonate with them. Divide your distribution channels into earned, shared, owned, and paid; most earned, owned and shared channels can also have a paid component.


Myth #3: Production value must be high
Reality #3: Scrappy works, too

The content you produce doesn’t need to be polished to be effective. In fact, scrappy can often come across as more authentic with your audience.

If you have a smartphone, the power is in your hands. Social channels are increasingly oriented towards mobile and a great deal of the content being shared is created using a mobile device. You’ve got the means to capture and share content like videos, photos, and text that will tell your story.

Source: Mary Meeker Internet Trends 2017

Understanding that your audience is most likely to experience your content on a smartphone, here are three ways to be sure your content is optimized for mobile:

– Square images and videos rule: square = 78% more real estate than landscape
– Design for no sound
– Get right to it: the first 3 seconds are critical


Myth #4: All content must be created by you
Reality #4: Reuse & recycle

Are fans sharing on their own feeds? You bet they are. Consider re-sharing this user-generated content (UGC) on your own channels. UGC consists of photos, videos, testimonials, blog posts, tweets and snaps about your business by your fans, followers, and social influencers. This kind of content has the effect of building trust and personalizing your business with your audience. Effective UGC can generate 6.9x engagement than brand generated content on Facebook.

Many big brands are doing it. You can do it too, but make sure you give credit where credit’s due!


Myth #5: Pre-show, pre-show, pre-show!
Reality #5: Have a pre, during & post-event strategy

Content marketing is about building a relationship that turns your customers into an audience of fans and advocates.

Promoting upcoming events is important– yes, you want people to get excited about the show happening next weekend– but why should the conversation stop after they’ve purchased tickets? It shouldn’t. That would be like building up your nerve to finally asking your crush out and when they say “yes” not bothering to show up for the date.

Make sure your plan includes capturing and distributing content during an event. Show your audience how great of a time they could be having if they were there. Celebrate your fans by sharing and responding to their social posts about their event experience.

Post-event content reminds your fans of the great time they had during your show, building affinity and goodwill, and making them more receptive to future communications from your business.


Marketing is a critical component of any event life cycle. Our in-house live event marketing pros are some of the best in the business. Each month, we share tips, tricks, best practices and advice for getting the most out of the Ticketfly platform in the FlyTips newsletter.

Ticketfly partners, watch your email inbox for the next installment of the FlyTips newsletter. What, you’re not working with us? Maybe it’s time to fix that.

 

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