In 2015, content output increased by 35% per channel, but content engagement decreased by 17%. This means the more we produce, the less people see and engage with it. We have created “content overload” where people cannot view everything that is produced, and in many cases they quite frankly don’t want to. Businesses need a competitive advantage so their content is viewed. For the full report, click here.
Paradoxically, this blogpost follows one about social media and content marketing. Please do not misinterpret, we have not suddenly changed out mind on content marketing. Instead, we are simply acknowledging that content marketing is a balance, and is best done with a holistic view of strategies and responses to this balance.
The Oxford Dictionary definition of ‘content’ is, “the things that are held or included in something, such as the amount of a particular constituent occurring in a substance.” However, when we apply this definition to the content posted online, it suggests that we produce information that simply fills a space and focuses on the amount of a constituent, opposed to the quality of it. The result is falling into the ‘content or crap’ struggle, where we tend to fall on the latter side.
It’s not all doom and gloom. Instead, we simply need to think before we hit ‘Publish.’ Think of the products and services that you buy. What content about them are you most attracted to? What wins? For me, when I’m researching a product, I am attracted to posts that answer my questions and tell the truth. I have a tendency to avoid posts that “sell” the product, opposed to provide a critical review of it. When I’m researching interesting topics, I like those that make me feel happy and reinforce my beliefs.
You are a consumer. The characteristics that you are attracted to, attract other too. Therefore, what type of content you are attracted to can inform the content you produce.
In our post about Social Media, we stated that on Facebook alone, users have around 1,500 posts available to them but only view about 300. They scroll, allocating approximately 4 seconds per post. To be heard amongst this “noise” companies can no longer produce content for the sake of producing content. Viewers will vote with their fingertips; it needs to be interesting, inspiring and therefore effective.