Many small businesses are ignoring the power of content because they don’t think it will generate ROI.
By avoiding content marketing, you are limiting your top marketing tactics and your business.
This article will look at some of the content marketing lies that you need to throw away.
Content marketing has a weak ROI
A customer might not directly purchase your product or service when reading your content, but that content will help them become more informed about their options.
There are many steps before a customer buys and the initial step is when your customers interact with your website.
The initial period
Additionally, there is an interesting dynamic that occurs with Content Marketing, when done right.
At first you spend on content and you get zero return. Over time your return grows bit by bit. Then at some point Google takes your website more seriously and brings you many more visitors through organic search.
We’ve seen businesses be flooded with customers once this happens.
This is called the Google Sandbox Effect.
So in the early days, when you website is “in the sandbox” your ROI is very poor. Then later when your website comes out of the sandbox, your ROI grows to almost infinity.
However, you don’t get the fantastic ROI unless you persevere with your content marketing until your site comes out of the sandbox.
Content does not sell
Just because a customer doesn’t buy immediately doesn’t mean they don’t plan to in the sense that they are seeking information. Content work is to inform the customer.
Moz.com did a video that people who sign up for the trial period of their software product do so after 8 visits to their website. That does not mean the first 7 visits were of no value.
Customers don’t care about blogs
Content marketing is not blogging, per se
Content marketing involves product descriptions, news coverage, landing pages, customers reviews, etc.
Content has a direct impact on your sales. People make purchase because of product content, rating and reviews.
Email and social media drives traffic and not content
The best traffic is organic traffic, because those visitors found you. And once your site comes out of the sandbox, the number of visitors you get through organic traffic will swamp that total numbers of visitors from other sources. We’ve seen this over and over.