In a world where content marking is constantly changing, it’s easy to get swept away with common myths and misconceptions regarding the best practices.
You need to stay on top of the truths to dominate the Web, however, so it is essential to sift out the false strategies that only lead to stagnant rankings. Effective game plans will use up-to-date information to influence actions, which means you need to be able to determine the real from the fake.
Here are five common myths about content marketing, as well as the truths you should know:
Myth #1: Google + followers make a big difference
It is certainly true that Google plays a role in SEO. However, your efforts on the social media site should be about more than gaining oodles of followers who don’t interact with your content. Instead, you should be striving to create an environment where fans communicate with each other and your company. You must be staying active on the site by sharing content and relevant links, responding to feedback and making connections. Everything should be done with your target audience in mind, so make sure each piece of information is useful.
Myth #2: Social media is becoming the most important aspect of SEO
Whether social media sites take over good old fashioned content marketing as the most important aspect of true SEO remains to be seen, but for the time being it should just be considering another cog in the machine. Search Engine Watch noted that you cannot rely too heavily on social, as it should only be used to back up interesting content. Although certain websites and businesses have found ways to go viral through social sharing, it is not sustainable and often doesn’t lead to long-term success – you need balance to achieve that.
Myth #3: The linking conundrum
No one denies that links are a valuable way to boost website ranking. However, the days of mindlessly loading up content with links are long gone, and in their place is a strategy that emphasizes quality over quantity. But you shouldn’t go too far with this initiative, which can leave you throwing in citations instead of good links. According to Search Engine Land, it is important to identify the best possible sources and connections, and then using those links and citations to build great content marketing.
Myth #4: You need to invest in paid ads to get a better ranking
Paid search is another aspect of content marketing that can improve your SEO efforts, as well as the bottom line, but it’s not enough to boost rankings. It was commonly thought that services such as Google AdWords went a long way toward jumping in the ranks, but Google executive Matt Cutts recently spoke about the truth behind this myth. He claimed that while the search engine would certainly like you to purchase ads, it doesn’t punish those who don’t.
Myth #5: Your content can never be improved
OK, this might not be a myth as much as it is a common trap that businesses can fall into. Instead of resting on your laurels and thinking your content marketing strategy is consistently top-notch, take the time to evaluate each piece and note areas of possible improvement. Analytics tools can be a huge help as you try to narrow down the scope of potential problems, so you should be using these to the fullest extent. Dig through stats such as bounce rate or click-through rate to see which pages could use improvement and try to pinpoint exactly what went wrong – or right – on each page.