Whether you’re a small or large business, a manufacturer, designer, builder or service provider, you need to showcase your products, projects or services to your customer base in the most relevant and unique manner. Regardless of the type of content you create, content-marketing is a useful tool for engaging with your customer base and maintaining a relevant position on the market.
93% of businesses use content marketing.
However, only 5% think they are getting effective results.
Approximately 50% of the content created is left completely unused.
This might seem like a shock considering the fact that the reachable audience is now bigger than ever and spends a lot of its time online:
Over 4.8 billion people own a mobile device
58% of online videos are consumed on social media websites
The average person spends approximately 5 years of their life on social media
What has gone wrong? The truth is the amount of content created nowadays has gone over the limit of how much we can process.
Where have we gone wrong?
Just a few years ago, you could post 1, 5, 10 articles on your website and direct traffic to them through social media platforms, use inbound links, target keywords and easily rank on Google.
It was far much easier to get your message out there for your audience, engage with them and gain more customers.
Well, those days are gone. Google’s ranking algorithms are constantly changing and SEO practices are easily going out of date.
As Gartner’s Hype Cycle predicted, we are knee-deep in the trough of disillusionment. This phase of a hype cycle is characterised by warned out interest as experiments and implementations fail to deliver and producers shake out or fail.
Like the over-hyped marketing channels that came before( TV spots, billboards, banner ads) content marketing has peaked- then slumped.
After a huge success of early adaptors, more and more have joined the party and the novelty disintegrated. The more people cling to it, the less effective it becomes.
Where to go from here?
It is clear that content marketing won’t ever be what it used to be, but quitting is not an option if you want to remain a viable option on the market.
You can still take full advantage of content-marketing as long as you have a strategic distribution of valuable content. In order to play the game, you must first learn the rules.
Less is more
This one is obvious: we have too much content out there.
Companies have increased the amount of content they produce, but the demand has remained the same. The problem is that we have a limit on how much we can process, share and view as our attention and time are limited and precious to marketers.
More than that, Beckon digs into Marketing key questions and said that 5% of branded content garners over 90% of total consumer engagement.
Therefore, the focus should be on the quality, rather than quantity of the content created.
Why high-quality, original content matters
Google has driven the process such that content will be the key factor in their ranking process. Therefore, the perception of quality content has shifted completely. Not only that, but your audience expects from you exciting, engaging, original material which is also relevant to your core business values.
There are a few several benefits of focusing on quality over quantity:
It resonates with your audience: Good content resonates with the people you’re trying to reach. When you create content with a specific customer type in mind, answer the right questions and addressing problems, this strikes a chord with your audience.
It boosts your brand authority: excellent content inspires trust in your audience and turns sceptics nowadays into brand advocates. An abundance of poor quality content is damaging to your brand authority and can decrease credibility among your customers over time.
It drives qualified leads: It is no mystery that good content drives qualified leads. According to WebDAM’s recently shared statistics, blogging has helped B2B marketers generate 67% more leads.
It generates organic traffic: If your content is unique, super useful, and has what it takes to resonate with your audience, it generates organic traction on its own.
How Moxels helps you create high-quality content
As a creative agency, we provide a range of solutions that are tailored to your business, helping it grow at scale and achieve the goals set in each marketing campaign.
When we’re developing our CGI content we take into consideration your story, your audience and your targets. Therefore, our process is comprised of multiple steps :
By custom- tailoring the content we create, we make sure to offer you only the best solutions which cater to your specific need.
To wrap things up
Although content marketing has changed over the years, it is still one of the most important ways of reaching out to your audience. Exciting, original content will provide your customers with an insight about your core values and solutions you can offer through your services or products as it would also define your brand positioning on the market.