Back in 2014 Mark Schaefer wrote a prescient post he called ‘Content Shock’, in which he put the position that content marketing as it was then being practised was not a sustainable strategy.
Nearly 5 years ago, this was akin to heresy.
However, just like many others who have questioned the accepted wisdom over the years, time has proven him absolutely right.
Buzzsumo director Steve Rayson has released the Buzzsumo 2018 Content trends report, which is a compellingly sensible document for marketers, and should be read alongside Mary Meekers recently released 2018 Internet Trends report. Buzzsumo is a tool that analyses content, what is being shared and linked across the web, millions of interactions a day, so they are in a prime position to see the trends.
So many climbed onto the content bandwagon that the wheels have fallen off!
The sheer volume of material being posted has outrun our ability to even see it let alone absorb it, and why should we bother, when there is so much repetition, unoriginal thinking, and ‘salesey’ rubbish being published.
Which brings me to a conclusion in several parts about what marketers need to do to gain and keep the attention of those who are bombarded with content every day:
- Be original and of relevance to a market niche. Without both of these elements your content, irrespective of its form, will just add to the pile in the trash folder.
- Focus, focus, focus. Never was the old cliché ‘you cannot be all things to all people‘ more relevant. The tighter and more consistent the focus on your market niche, the better.
- Own your own digital real estate. Relying on social platforms is a mugs game in the long run. It can get you short term ‘results’, but what really counts are the recommendations of satisfied customers, and referrals from those who have some authority. Public platforms are not there for you, they are there to sell access to you to advertisers wanting to reach you, and they make all the rules. Owning your own digital home is not much different to owning the one you live in vs renting, you make the rules; you decide who is welcome, who is not, and why.
- It is no longer easy. 15 years ago when all this digital stuff was new, just being there gained attention, recognition, and influence. By 2014 when the Content Shock post was written, it had reached what appears to be a tipping point, and just being there was no longer enough. As noted, Mark Schaefer saw that point before anyone else, and hindsight has proven him right. Now, half way through 2018, he is more right than ever, as the pile of trash mounts exponentially every day. Being relevant, interesting, and able to engage a market niche is extraordinarily challenging, and cannot be done in your spare time, or by the summer intern.
- Content can still be enormously powerful. When there is so much crap around, when you are good, it shows. It may take a while to gain momentum, critical mass, and ultimately impact, but it can be done. The best content appeals to the heart before the mind, it evokes an emotional response before the rational one, and this is best done one by one. Interestingly, in this age of digital everything, the old fashioned hand written letter is regaining its place as a powerful communication tool, because it is now unusual, but more importantly, requires real effort and commitment to be present. We all respond positively to effort and commitment when made personally to us.
When you would like some expert help thinking about all this, we should talk.
Photo credit: Wendy via Flikr
