Written by Market My Market’s content team, with contributions from Kelly Quintana, Brandi Bellingham, Ryan Klein, Isabel Skormin, and Anastasiya Kalyuk
No matter the industry, content marketing serves many purposes alongside meeting your business’s economic goals. However, there are several misconceptions surrounding content writing that prevent business owners from using it in their approach to business development.
Common myths, such as the idea that content writing is copywriting or that it’s just a blog, may greatly stunt your opportunities for success online. Presently, content is part of every customer interaction and is the engine that drives business. It may encompass many modalities and provides substance to the customer experience.
Market My Market is a marketing agency devoted to helping our clients implement the right content marketing process for their unique goals. For insight into how content marketing may help your business, contact us for a discovery call with our team of marketing specialists.
Contributed by Anastasiya Kalyuk, Content Writer
Understanding Content Writing as a Marketing Tool
Content writing works as a marketing tool by offering readers informative and useful material that provides insight into the business and industry. It’s a unique device that helps overcome challenges associated with traditional marketing tools by starting a conversation rather than simply stating what the company does. Traditional marketing advertisements, put simply, tell consumers what a company does and how they do it. On the other hand, content marketing shares knowledge with consumers that gives insight and helps them understand why they should take action and benefit from the help of the business and their unique skill sets.
Content marketing is perhaps more useful for creating value for consumers and brands than traditional marketing forms. Some of the benefits of content marketing include the following:
- Content can establish a brand as a recognized leader in their industry
- Customer engagement
- Keeps potential customers interested and engaged
- Supports sales conversation by providing potential customers with key information
Content marketing as a strategy can take many forms. Regardless, the most effective content answers questions, provides deep insights, and places the reader (not the product) at the forefront.
Contributed by Kelly Quintana, Content Writer
5 Common Myths About Content Writing
Content writing is one of the most popular, but misunderstood, forms of digital marketing. While the majority of companies have implemented this marketing tool into their plan, many of them are doing it improperly. As a result, they may feel like content writing is useless or not beneficial. In reality, good content writing can improve a company’s overall ranking and help them be found easier by potential leads. Some of the most common myths about content writing include the following:
- Content writing only includes blogs: Content writing is a blanket term that can apply to many different aspects of marketing for a company. For example, in addition to blog posts, content writing may also entail writing geo pages, copywriting, social media posts, podcast scripts, and much more.
- Complex writing is impressive writing: Content writing is not to be confused with the type of writing one may take part in when crafting their first novel. The more complex the information, the less an average reader will absorb the information or even finish reading the first paragraph. You should always keep content simplistic and to the point so as to answer the question being asked by the reader.
- Your target audience cares about you: This may sound harsh, but the reality is that potential leads care more about their own needs and concerns. That is why the purpose of the content you write should always be focused on addressing their questions or concerns.
- Length does not affect SEO ranking: This is not the case. Depending on the type of post and the industry you sit in, the length will matter greatly.
- Keyword density leads to success: Instead of keyword density, what will truly bump your content up the ranks is keyword optimization.
When it comes to content writing, the truth is that it can be much more complex than you may initially assume. By writing quality content, your work can lead to higher conversion rates for your clients. That is why it is important to stay on top of trends and to always try to write your next piece better than the last.
Contributed by Isabel Skormin, Content Writer
Measuring the Impact of Publishing Website Content
When we create content, we may think we have little transparency on the impact it had on our website and potential increased visibility. Though the following will take some experience navigating through Google Analytics and other tools—and carries over into the field of SEO—they are very important for looking at content as a marketing vehicle and understanding its effectiveness.
Here are some common myths associated with how content is measured after it is published:
Myth: Pages With a High Bounce Rate or No Time on Site Aren’t Working
Though it may seem alarming to see pages with a high volume of organic traffic getting a bounce rate of 100% and/or time on site totaling 0:00, these figures may be due to a common misunderstanding about their measurement. Google Analytics can only measure these figures when the user navigates to more than one page as that is the reference point used in order to calculate if someone bounces from the website or the timing in between pages. If you had a homepage with a high bounce rate, that would be concerning because the homepage is a starting point for navigating through the website. On the other hand, an individual page covering a specific topic may answer the visitor’s question in one place, not requiring them to navigate elsewhere. This would then be misleading to assume the page with a 100% bounce rate is ineffective.
Bounce rate and time on site should be focused more so on instances where you want the visitor to take action by moving through the website and should be case-by-case for content such as interior pages and blogs.
Myth: Leads/Contacts From the Page Level Can’t be Tracked, Only the Website as a Whole
With advancements in Google Analytics tracking, you are able to set up “goals” to understand how individual pages are performing from a conversion standpoint. With simple integrations across all platforms, from call tracking to chat services, you are able to narrow down specific pages and measure how much business they’re producing.
Myth: You Can’t See What Keywords a Page Ranks For Because Google Analytics Only Does “(Not Provided)” Now
Google Search Console has been an invaluable alternative to Google Analytics, providing a high level of transparency on the impressions individual pages and blogs on the websites are getting. GSC is very clear about the keywords that a page is triggering, and though it isn’t an exact match in the form of genuine click-throughs, the impressions provide more than enough insight to measure not only what keywords are being used, but the historical rankings that your website has been achieving for those keywords as well.
Contributed by Ryan Klein, CEO
Contact Market My Market For Legal Marketing Assistance Today
Content writing is one of the most powerful marketing tools in the digital space – but using it effectively requires knowledge, experience, and skill. At Market My Market, content writing is our bread and butter. All of our writers go through extensive training on what makes content effective and how to write specifically for SEO ranking.
Our ever-expanding team of seasoned content writers possesses just the right balance of creativity and strategy needed to provide your business with the leads you’ve only dreamed of. Take your business to the next level with high-quality content writing by the Market My Market team. Call (866) 270-2250 or complete our online contact form for more information about how we help bring more eyes to your business.
Contributed by Brandi Bellingham, Content Writer