As a freelance writer who sells marketing copy for a living, my work has often been the target of misconstrued assumptions from various acquaintances, family members and, occasionally, good friends. At this point, I’m used to people jokingly ask me whether anyone cares about the work I deliver. In the distant past, I used to find it irksome and their comments remained like an unsettling whisper that echoed in the corridors of my thoughts. These days, I love it when people challenge the importance of marcomms (short for marketing communications). They spark an electrifying mix of ideas inside me and force me to defend the dynamo that is a marketing communications strategy.
No industry is free of myths, but marcomms seems to shoulder a disproportionate share of misconceptions. But before I unleash the reality check about what marcomms isn’t, let’s review what it entails. Marcomms is often referred to as content marketing, communications marketing or marketing communications. It’s a branch of a broader marketing communications strategy that aims to attract and engage prospects with valuable and consistent publication of various pieces such as blogs, guides, infographics, white papers, eBooks etc. Because its core objective lies in building relationships rather than pursuing aggressive sales, marcomms is vulnerable to all kinds of false assumptions that can undermine a company’s business reputation (insert part 1).
Releasing the truth serum: Marcomms delivers tangible results in spite of rumors
The most common misconception plaguing marcomms is that it’s an effort lacking in tangible impact. As a result, many tech professionals dismiss it as a cluster of dubious tactics that seem more like hocus-pocus than a legitimate marketing communications strategy. Nevertheless, marcomms is a real powerhouse in the realm of digital marketing strategies. To adhere to the age-old cliché – you may have the greatest product in the world but one question remains: How are you going to sell it if no one knows about it?
According to Gartner, content marketing influences every stage of the customer journey yet only 42% of B2C and 41% of B2B marketers have a documented marketing communications strategy. Content can also make or break trust among your prospects. Great marketing materials show credibility and deep expertise and convince customers that they’re getting an end-to-end partner, according to McKinsey. They’re also anchored around delivering knockout results that lure in prospects rather than individual features or capabilities that sound mundane.
And yet, the lies perpetuate.
Injecting reality and busting the communications marketing myths
I’m eager to separate fact from fiction because it’s time to clear the fog and set the record straight. That said, get ready as I cut through the noise and dive into the seven myths about communications marketing that desperately need a reality check:
- More content equals more clients. Are you drowning your audience in an ocean of marketing materials or software documentation? Because it won’t magically summon clients. Quality beats quantity every time. If you want to boost your conversion rates, deliver assets that are relevant and engaging. Ditch the content flood and focus on the impact tsunami instead.
- SEO is 100%-keyword centric. Do you obsess over every keyword? Stuffing keywords into every sentence leads to a keyword monologue that sacrifices readability for search engine rankings. You should be building your content around topic clusters instead. Communications marketing isn’t a one-trick pony – it’s a comprehensive effort that includes style, substance and planning.
- Communications marketing is a solo gig. Writers alone can’t deliver marketing materials that shine. A mix of skills is required: writers craft the narrative, SEO experts optimize for visibility, data analysts decipher performance and designers bring visuals to life. Think symphony not a solo act. Success thrives on a diverse crew, not a lone wolf.
- Marketing copy should be highly technical. This suggests that only the tech-savvy elite can decode the content. In reality, it’s intended for a variety of decision-makers with diverse needs and knowledge levels, including business managers, media professionals, investors etc. Marketing copy must strike the balance between technical accuracy and accessibility to be impactful.
- Click-bait content is the Holy Grail. How long before prospects realize they’ve been baited? Marcomms is aimed at building relationships, not relying on sensationalism to snag a few clicks. If you treat the Internet like the Wild West, you’re unlikely to build a crowd of engaged followers.
- Viral Content is another Holy Grail. Spoiler: it’s not. It’s more like the elusive unicorn. Success isn’t just about exposure and awareness – it’s about building an authentic connection with your readers, generating value and sustaining meaningful engagement over time. Don’t fall for the hype – aim for lasting impact instead of fleeting clicks to foster a strong business reputation.
- Short attention spans killed long-form content. Don’t shy away from brainy stuff. In-depth articles like white papers, eBooks and guides break down complex ideas, spill industry secrets, and help turn your brand into a headline act. Your prospects are hungry for communications marketing that delves into the nitty-gritty because software documentation is full of complexity that needs explaining.
Closing the case: Marcomms myths are mere folklore
Communications marketing is often misunderstood by tech professionals who dismiss it as an effort lacking in tangible outcomes. The truth is that your marketing copy influences every phase of the customer journey, builds trust and strengthens your business reputation (INSERT PART) while attracting clients. Yet less than half of B2C and B2B marketers have a documented marketing communications strategy. This widespread apathy towards marketing materials is mainly the result of various myths that marcomms has become shrouded in. And why? Because its chief aim is to build relationships rather than chase hard-hitting sales tactics.
So don’t believe the hype and remember the following:
- A content flood won’t magically boost conversions.
- SEO is not all about keywords.
- Brilliance demands a marcomms dream team.
- Liberate tech marketing copy from elitism.
- Authenticity crushes viral stunts.
- Click-baiting kills relationships.
- Long content fears? Total myth.
What’s your take on the myths surrounding marcomms in tech marketing? I want to hear your fiery opinions—drop your thoughts in the comments below! If you found this eye-opener valuable, don’t just lurk; subscribe for more killer insights to take your marketing communications strategy to the next level.
