Content is king.

How many times have you heard that in the past? Almost every website covering the latest digital marketing or SEO trends has already debated the importance of quality content, stressing over how writing interesting pieces can get your website ranked higher in SERPs. While this is partially true, blogging alone won’t save your website from a penalty if Google takes issue with other things like unnatural backlinks or mobile-unfriendly design.

We’ve listed – and debunked – the most common misconceptions about blogging. Don’t fall for them!

1. Good Content Makes Visitors Convert Instantly

We’ve heard it a thousand – no, a million times – before: if you have great content, your conversion rates will skyrocket. Many companies think that, by creating quality articles, blog posts and other such content, they can get visitors to sign up for their newsletter, follow them on Facebook, Twitter and other social media networks, and ultimately make a purchase. But it doesn’t really work this way, and believing it does is why your content marketing strategy will be deemed a failure.

Creating quality content should have one main goal: to establish your company as a reliable source of information, and a trusted industry expert. If you can build trust by consistently communicating accurate information, then people will remember you, and make your site their daily destination. Your effort is fully rewarded when they need the product you’re selling, and they come back to your site and make a purchase.

2. Great Content Always Goes Viral

If you create great content, it will go viral – right?

Not really. Content spreads easily when it:

  • Inspires a community
  • Reinforces a belief
  • Refutes an opposing argument
  • Starts or renews a passionate discussion
  • Is in someone’s financial or promotional interests
  • Leverages group inclusion dynamics
  • Makes the sharer look important/smart etc.

No matter how good your content is, it won’t perform well if there’s no community behind it. As a matter of fact, only 0.1 per cent of the best content goes viral without a community. How probable is it that your content will be that tiny 0.1 per cent? Very improbable. Your content needs to be supported and amplified to go viral – if you don’t already have a community, you’ve got a 1 in 1,000 chance of succeeding.

3. Blogging Alone Will Save Your Website

Blogging is undoubtedly an important part of your online marketing efforts. However, it certainly won’t be enough to get your website out of the obscurity corner it’s currently sitting in, to avoid a penalty, or to save your business from bankruptcy.

Blogging doesn’t replace other important elements that can make your website look or function well. If you don’t conduct market research, invest in a user-friendly, mobile-responsive design, or follow Google’s Webmasters Guidelines, you’re setting yourself up for failure.

To get more conversions, you need to have all important trust signals, such as social proof, transparency and simple contact. You’ll also need a good link profile, user engagement and a unique tone of voice. Blogging alone won’t give you all that.

4. Content Creation Is the Only Step of the Blogging Process

You’ve created and published that great piece of content you’ve been working on for the past few hours. Now visitors and conversions should start coming, right?

Maybe, but not unless you make sure to actually distribute and promote it using the right channels.

Content creation is only the first step of the blogging process. Spreading the word about your content helps it reach its maximum potential. If nobody knows about your content, it won’t generate many conversions, will it? Next time you publish a blog post on your website, make sure to promote it on social networks as well.

For more information on this topic, and to find ways to get buy-in on these messages from your CEO or board of directors, check out this awesome slideshare below from Rand Fishkin in Moz.