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Content marketing in an over-saturated world

Content marketing in an over-saturated world

In one minute, more than 4 million Google searches are performed. In that same minute, approximately 600 websites are created, 205 million email messages are sent, over 70 hours of video are uploaded to YouTube, 270,000 tweets are sent, and about 2.5 million pieces of content are shared on Facebook. That’s a LOT of content.

Content marketing is important, but it is only one part of a marketing strategy

Every so often, we will hear stories of companies that are seemingly overnight success stories – and they attribute it all to their social media marketing. While that is certainly amazing, it’s important to realize how few companies can claim success due solely to content and/or social media marketing. It’s like lightning in a bottle.

Creating content for your business has become a crucial part of any marketing strategy, but with 350+ new blog posts each minute - on WordPress alone - it’s easy to see why simply creating content will not insure that anyone actually sees it. And even if they do see it, what comes next?

Distinguish your content

If you are/were the first in your particular industry to jump on the content marketing bandwagon, you certainly have an advantage. You already have content, and you likely have some followers. But now it’s up to you to keep your content fresh and innovative. Being first isn’t enough – you also have to be good.

If you’re getting a late start into content marketing, don’t write if off. After all, just because you weren’t doing it first doesn’t mean you can’t be doing it better. Look for demographics or channels that your competitors aren’t serving - or aren’t serving well. Look for ways to create content that’s new and fresh, and perhaps appeals to a different or emerging market segment than your competitors.

Remember to create different types of content

There are things you can do to improve natural search listings by focusing on the topics you know your customers and prospective customers will be searching for. But there is also an opportunity to create more in-depth content that may become a consistent resource that will draw people to your site time and time again. A good example is our blog: “How to price your product for retail, distributor, and direct to consumer sales” . This post still generates a lot of interest in the form of comments, emails, and phone calls - more than 3 years after it was originally posted.

It’s also a good idea to consider “going big” once in a while. You may not have the budget of someone like Pepsi or Nike, but that doesn’t mean you can’t create something that is “outside the box” for your industry - something that is bold and has the potential to really gain traction.

There is no sure-fire solution

Of course, we always tell our clients that putting something online doesn’t necessarily mean it will find an audience. You need to find ways to engage your audience – getting likes and shares and comments on your blog posts, facebook updates, and tweets are only part of the equation. And you need to consistently evaluate your efforts to determine what works and what doesn’t.

There is no shortcut when it comes to content marketing

If, despite all your best efforts, you don’t seem to be gaining any traction, don’t give up! Content marketing is a long-term strategy and overnight results are unrealistic. While you may need to pivot slightly in what kind of content you’re creating and how it’s being distributed, you still need to work on building awareness and authority – something that content marketing is uniquely positioned to do for you.

Remember that every business is different, and what works for one business – even if it is seemingly identical to your own – will not work for every business. A lot of content marketing is trial and error. The good news is that content marketing is relatively inexpensive in the grand scheme of things, so keep working at it!

Oct 30, 2014
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