Thu, Sep 17 2015
We’re consuming more content than ever – more than eight hours a day on average according to a recent global study by ZenithOptimedia. Internet consumption has doubled during the past five years while every other medium has stagnated or gone into reverse.
Brands have responded by providing more and more content. In fact, 78% of CMOs think custom content is the future of marketing. With so much content being produced and distributed every day, it’s difficult to stand out from the crowd.
While it’s tempting to keep pumping out blog posts, e-books, customer case studies and testimonial videos, you should spend more time thinking about quality if you want to see great results. Instead of contributing to the mountains of clickbait and generic content your audience is bombarded with every day, make a name for yourself by creating targeted, quality content that makes people want to come back for more.
Here are three good reasons why value is more important than volume when it comes to your content marketing:
AVOID CONTENT OVERLOAD
We’re all overwhelmed with content. 300 hours of video are uploaded to YouTube every minute, while 204 million emails are hitting inboxes during the same 60-second period. Then there are the endless tweets, cat memes, viral videos and trending news stories. There’s no point trying to compete with all of this noise. Instead, take a deep breath and take the time to come up with some fresh ideas. What can you offer your audience that they won’t get anywhere else? Is there a different viewpoint you can provide on an already heavily covered topic? Make sure everything you produce is carefully considered, not just adding to the avalanche of digital content.
USE YOUR TIME WISELY
Content is time consuming. There’s no doubt about it – regularly writing, publishing and distributing your latest work will soon chew up your time, meaning you have less room to focus on planning and strategy. In a study by the Content Marketing Institute, 69% of B2B marketers highlighted ‘lack of time’ as their most significant challenge. If this rings true for you, take a step back and assess how you could be using your time more effectively by creating fewer, more valuable content pieces. Have a look at what content worked best in the past, and think about what made it different. Maybe certain topics resonated better with your audience, or a particular type of headline was successful. Spend some time analysing your efforts and play to your strengths. Just like anything else in your business, you don’t want to invest in something until you’ve seen that it can work for you. Focus on developing quality pieces of content that meet specific objectives and you’ll see better results.
FIND BETTER LEADS
Lead generation is an important content marketing goal but seven out of 10 B2B marketers are more focused on improving quality than increasing quantity. Focusing on the production of quality content will help generate better leads because it’s more likely to be relevant to their specific challenges and goals. Develop a clear picture of your ideal audience and concentrate on creating targeted, well-researched content, instead of churning out a steady stream of generic articles. Your efforts will be rewarded with leads that are genuinely interested in what you have to say, sit within your target demographic and want to hear more from your brand.
Content marketing has to be part of your growth plans but don’t get involved just because it’s an industry trend. If you’re creating huge amounts of content without planning each piece or analysing the results, you’re wasting a lot of time and effort on something that’s unlikely to pay off. Instead of focusing on volume, direct your efforts towards developing a strategy and publishing targeted, relevant content. Ultimately, you’ll see much greater long-term value.
Author: Annie Peachman
For more of Annie's work check out the Magnetic Content blog.