Content marketing is “creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience”. With the advent of websites such as Youtube, Facebook and Twitter, content marketing has seen a huge spike over the past two decades. However, with the growing amount of competition online, many individuals are questioning its usefulness and validity.
Research has revealed that consumer are exposed to some 5000 ads daily, and out of 590 minutes spent on media 140 ads were identified. Out of all of these exposures, it was found that only 12 advertisements were actually meaningful to consumers. Furthermore, research by eMarketer has found that 87% of Americas B2B companies intend on implementing content marketing strategies this year, thus saturating the market.
With the rising number of consumers choosing to use ad block and growing consumer awareness, it is no wonder customers are getting fed up with mass-saturating content strategies. Thus it can be said that although larger brands tend to go for mass advertisements, it is quality, not quantity that will create resonance with online customers. Here are a few helpful tips for advertisers who want to create meaningful content for their consumers:
- Stopping the content bombardment: many consumers find themselves constantly seeing ads for the same company the looked up months ago. Instead of overloading consumers with this content, companies should aim to strip down there content to smaller chunks to create more resonance.
- Advocacy: This is getting back to basics and listening to consumer needs and wants as well as bringing in elements of surprise into advertising. For example, the rise of social media has allowed for the spread of knowledge about the McDonalds secret menu. Although it is clear that this menu is not so secret, it is a subtle way of reminding consumers you still care.
- Increasing focus on user experience; although online shopping and consumerism have made the need for shop assistants and in-store experience redundant, there are still ways websites can integrate the user experience thus increasing resonance. this can be done by focusing on UX (user experience) design, which includes aesthetics, layout, site testing and content.
Thus I leave you readers to question which one of these strategies you think would work best in todays competitive business environment?