International content marketing: three common myths debunked


Hattrick’s international content marketing expert, Rachael Crowe, uncovers some of the common misconceptions about how to get the best results to improve SEO.

As an international content marketing and PR agency, based in Manchester, we are always looking for ways to improve our Google ranking on a global scale. Achieving a successful global content marketing strategy is, however, no mean feat. Along the way, we have uncovered a number of common misconceptions about how to get the best results to improve SEO. In this blog post, we’d like to set the record straight.

  1. Less is more

The pace of our personal and professional lives dictates information must be digestible. But that doesn’t necessarily mean using as few words possible. It simply means being engaging. Presenting compelling content that keeps the reader with you – whether it’s a 250 or 2,500-word piece – comes down to relevance: knowing your audience and talking to them in a language that resonates. There is a perception that the most successful posts keep it short and sweet. Not necessarily true. Evidence shows the increasing value of “long form” content – typically over 1000 words – especially for search engine rankings.

According to Google’s algorithms, lengthy content = weighty content = higher authority = higher ranking.

The truth is brands need a balance between the quick-fire thought starter and the in-depth thought leader stuff. Ultimately, it comes down to that old adage – it’s quality not quantity that counts.

  1. It’s all part of the plan

An editorial calendar is not a content marketing plan. Starting from the bottom-up and trying to identify individual stories within the business is a painstaking and – dare I say it – pointless trawl. Of course, it needs to be part of the process but diving straight in at the deep end will inevitably lead to what looks like a plan on paper but achieves very little in practice. True content strategy starts with knowing the business inside out. Understanding its reason for being and then translating that essence into an all-encompassing proposition that overarches everything you do. Only then can you start to populate the content pipeline with meaningful stories that connect to achieve real key message cut-through. Find your one true story and the rest will follow.

  1. Format comes first

Whether it’s a white paper, infographic, video, app or animation the first thought shouldn’t be what it is but what you’re trying to achieve. Coming to a brief with the format pre-determined is cutting corners and getting carried away with form over function. Instead consider the customer journey and what the content piece needs to be primarily. Should it be an educational, entertaining or inspiring output? Is your prospect even aware of the product/service that you’re signposting to? Producing content for content’s sake is counterproductive against such a noisy backdrop. Take a more considered approach for stand-out with stamina.

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