Greatest Misconception in Content Marketing Whiteboard Friday

[@jimmy999-z2j]

I have watched this at least 15 times. This is solid gold and I think the message here could applied to so many types of marketing. Rand is also the best presenter on the Internet

[@vouserdelegado]

Summary: #1: not planning for the required time to get there #2: giving up too early #3: not considering SEO properly #4: not doing metrics #5: not following the Lead path

[@ianguiver8528]

This is a pivotal subject and as always a really thought-provoking piece. I agree that many people get involved in content marketing with unrealistic or plain wrong expectations. And usually they don't think of their content as an integral part of their marketing plan. They do just hope it'll work - somehow and when it doesn't they pretty quickly give up and dismiss inbound marketing as for crazies only. The key point for me though is that very often people don't have a plan that will allow them to convert interest into the opportunity to sell and it iust the absence of that plan just as much as lack of patience and consistent effort that makes the difference. So, no, bloggers aren't going to get 2% conversion of readers to sale or even free trial. But they might very well get 5 or10% of readers to download relevant gated content so that they can nurture that opportunity. For most SMEs, writing stuff (with the opportunity-cost that this entails) with no plan as to how to convert engagement and no evidence that it does is simply not sustainable. Sure, building the capital of the brand is in the long-term the way to get best results but as one client put it to me a while ago, "the silence is eery Ian". so a thorough plan to engage further and to make this measurable with clear goals and KPIs is the only option for most marketers and boards. I don't think inbound and content agencies or internal marketing teams should be afraid of that reality.

[@MishaInfotech1]

Really a great post. Some common misconception are cleared with this video.

[@NeilBolandGuitaristWriter]

Again, like SEO - no silver bullets! To me, content marketing is ancient. In bricks and mortar retail - take a hardware store for example (Lowes are GREAT at this). You look to a reputable hardware store for advice on building etc. If the advice ("content") is helpful, the lead seed is planted for future sales. It isn't always immediate. Lowes gets in with the answer first, before a potential customer can ask the question. I know this might be oversimplifying it, but that's what it looks like to me.

[@ProfileboosterAustralia]

Rand hits the nail on the head. This is similar to one of his presentations on Slideshare. I thought that was quite useful as well. Content marketing isn't a one hit wonder. You need to invest time and effort in distribution and outreach to get the best results.

[@hanscfs]

Fundamental! The core of Content Marketing. Thank you, Rand!

[@GrahamTodd]

Great GREAT stuff, Moz. As a marketer I'm always up against this myth and the way you explained it, Rand, was awesome! Keep it up guys!

[@vasilgeorgiev1838]

Great video as usual,Rand .Thanks for this one.I like and totally agree with point 3mentioned in the video-I actually read similar comment before in one of the blogs on customerso I'm following.

[@DonMahaffeyWeaverII]

Nice presentation! Real nice. You speak volumes. And the boarding is pretty good too! lol... Thanks!

[@RyanKearnsCoach]

I love this guy, and I love whiteboard fridays! Great stuff, as always!

[@andynguyen224]

You change my point of view abt SEO and Content marketing. You're truly a great smart guy abt Digital Marketing. Great job, Rand. I appreciate it

[@itsoscargil]

Such awesome info...thanks Rand!

[@matchboxdesigngroup]

More great information as usual. Shared!

[@Factomart-Compomax]

Great stuffs! Really good summary on the subject. Keep it up!

[@silford89]

I love the Setup u use to shoot the videos. Would be great if you let me know what is your light set Up..

[@JonasDarnettLoges]

Great video! I'm underway of writting my BA in Denmark about how a company can increase the revenue through content marketing and a lot of companies here, think that you're able to do a one-month CM campaign and then they will boost their sales 800%. Sadly, as you so strongly state, that's not the case.

[@elizabethcuster8014]

Jonas Darnett Loges 🇿🇼🇿🇼🇻🇦🇻🇦🇻🇦🇺🇿🇻🇪🇻🇪🇻🇪🇻🇨🇿🇲🇿🇲🇿🇲🇿🇦🇿🇦🇿🇦🇿🇦🇻🇦🇻🇨

[@jendives2000]

Yes, you often see it happen with videos. People put a lot of effort or money and don't see immediate results from it... Videos are more impactful as they offer a more direct experience with a brand, like a face to face meeting. Hence videos have the potential to shorten this time that people take before jumping on board and convert.

[@NEWHOMESALES]

Good stuff, thanks for the information! I agree there is too much emphasis on making money right away. I heard that Zig Ziglar gave something like 3,000 speeches for free before he ever got paid. Love the bank account analogy! 4:12 Keep making videos! Quint Lears - New Home Sales

[@julietmine4047]

Very cleverly worked in your free trial just then. Ten points to Gryffendor!

[@GirishVenkatachalam]

The more pain and patience you have is the only way to win

[@contentshow3806]

The misconception here is that there is only one method that works. This is actually the same broken mentality that publishers (people who sell advertising) use to sell advertisers on continuing to advertise. In content marketing or advertising, this method takes deeper pockets (or more time) than most businesses have. If you sell a content marketing service, this video should serve you well but it's not the only way.

[@vinaypagarani3381]

Brilliant knowledge man and neat moustaschio! :D

[@fabsisters1]

can't stop watching

[@MohammadAlshahrani]

Nice work, what were your lens, and cam?

[@DennisPurcell]

Great stuff Moz!

[@kushal474]

You know i i don't like when i'm in a meeting and someone says, "Yeah I'd like to 'echo' what so and so said.." but you know what, damn it i will have to echo today: Great Video!

[@going2sleep]

Another edition of Big Budgets and big clients brought to you by the MOZ team.

[@guestoria]

Really great video. This is sooooo helpful!!! I think you already know that though. Many thanks! ;-).

[@ZensationsAt]

Thanks for these amazing insights! :)

[@BenDonahower]

thought that this was saying that content marketing is about branding and then at the end you said people do really convert at some point and content does influence that decision. wondering if that was intentional? is it marketing in that it generates leads it's just a longer process than you think or is this a branding exercise that you just end up being top of mind when someone is looking for what you sell? both?

[@artistryartistry7239]

What a great man :) Love this guy.

[@910BEATZ]

Hopefully this MOZ helps me get better rankings and more revenue

[@ArtdotPl]

Great video :) Thanks!

[@UllrichBemmann]

Great explanation!

[@elizabethcuster8014]

Ullrich Bemmann lmmkk

[@SorvNemaBpl]

hey rand you are pricious for us but in this vedio i see some change in your health, take care brother.

[@GirishVenkatachalam]

This could be the usual impatience people show in life in general

[@TowhidulIslamasif]

I liked the football analogy (y)

[@UKCarbonOffset]

Absolutely agree - great insight and at High Position and Ice Viral we talk about brand amplification not content that equates to £s and $s - Clients are in the mindset that content should be monetized and it takes some work to overcome this mindset. Great content should put your brand in front of people over and again and build a subliminal familiarity, Rand is spot on as always. This case study shows why everyday businesses should be into great content to amplify your brand - www.iceviral.com/case-studies/world-cup

[@rolandharris2706]

Great vid

[@bonifasiusjusuf]

Konten yang bagus! Saya suka isi videomu sangat berkualitas... Pakai google translate klw mau tahu pesan ini... Best regard 🙏 from Indonesia

[@aditya02041991]

Make video on a social media marketing strategy for small b2b business. Do small b2b business really need? Is it worthy to invest time and money in Social media?

[@Moz]

Hey Aditya, social media is a great tool for any company. Finding the right platform for your company is key!

[@ارتقاءللتسويقالالكتروني]

V Good subject

[@Leftdeopard]

good video..

[@elizabethcuster8014]

Pete Crocitto

[@DavidTaylorChesterWebDesign]

This makes me think .... is it even worth doing content marketing?

[@swoopskee]

of course it is! But you need to approach it from a long-term perspective, that's all. If you're doing content, you better be in it for the long run. Otherwise, if you're looking for a quick way to bump your sales, just do ads.

[@jameshelms5510]

Epiphany.

[@SteadyDemand]

Great video as usual Rand and Moz - the underlying goal of content marketing should be creating great content, not driving sales. It's like the old adage in "Field of Dreams": If you build it, they will come. If you consistently make great, engaging content, the sales will come! We covered this topic in a recent video specific to Google+ Hangouts: ytlnk.co/1N6LheJ

[@jamieizaks5084]

Thanks for the video, Moz. I love the whiteboard fridays. #ContentMarketing is fun and effective, if done right. ____________________________ Jamie Izaks All Points Public Relations -- #ChicagoPRAgency allpointspr.com