Marketers are constantly under pressure to produce more content. Unfortunately, as a result of this pressure, many businesses are placing more emphasis on the quantity of content being produced rather than the quality. When quantity becomes the priority, the internet becomes crowded with content that offers little value to the consumer, causing the effectiveness of content marketing to lose its luster. At New York Ave, we refer to this issue as "content pollution".
Is Your Business Part of the Content Pollution Problem?
If you're a diligent content marketer, you've taken advantage of an editorial calendar to map out your content plan for the coming weeks and months. However, we all know that producing quality, value-added content takes time, and time is not something that busy marketers always have at their disposal. Therefore, in an effort to meet publishing deadlines, you crank out content that is mediocre at best. If you can relate, you're contributing to the content pollution problem and are potentially harming your brand's reputation.
Another way that businesses become part of the content pollution problem is when they're up against content fatigue. Maybe they're feeling burnt out from putting together content or have run out of relevant and worthy topics to write about. As a result, they often end up publishing content for the sake of publishing content; not with the intention of adding value to their audiences.
How Can Your Business Break Through the Content Noise?
While it's apparent that the quality of content marketing is slipping, what can your business do to avoid becoming part of the problem?
Aside from partnering with an agency like New York Ave that offers the manpower and expertise to put together a high-quality content marketing strategy, there are several ways that you can fine-tune the content that you publish to break through all of the noise. Outlined below are three powerful tweaks that you can make to your existing strategy that will help you to focus on publishing better content and avoid becoming part of the pollution problem:
1. Create the Right Content for Your Target Audience
When you're brainstorming content ideas, are you taking into consideration the types of topics that your target audience wants to know about?
But before we get ahead of ourselves, have you taken the time to clearly define your target audience? As you consider the audience that you want to target, create detailed buyer personas for your ideal customers. There's a very good chance that you'll have more than one ideal customer, so you'll need to create multiple buyer personas. Walking through this exercise will help to offer some clarity in the types of content that your ideal customers want to see from your business.
In addition, once you have a clear understanding of who your various ideal customers are, segment them into groups so that you can serve them with relevant, targeted content. You will have much better results with your content marketing strategy by speaking to a specific targeted audience rather than trying to appeal to a broad scope of people.
2. Use the Right Channels to Reach Your Ideal Customers
Knowing where your target audience is spending their time online, how they prefer to interact with content, and when they are most likely to be online will allow you to maximize the visibility of the content that you publish.
If you're like most businesses, you're using multiple channels to distribute your content. Take the time to research where your targeted demographic spends its time online. For example, if you're targeting Millennials and Generation Z, you'll want to have an active presence on visually-driven social media platforms such as Instagram and Snapchat.
Take advantage of free analytical data (from Facebook Insights, for example) to understand the level of engagement that you're receiving on each channel so that you can determine which channels are the optimal ones to reach your ideal customers.
3. Leverage Marketing Automation Tools
While content marketing strategies are typically made with the best of intentions, they often fail due to a lack of follow-through. However, with a wealth of marketing automation tools at your disposal, the lack of follow-through should no longer be an excuse.
Not only do automation tools increase the accountability of marketing teams, but they also allow your business to be more effective and more productive with the time that you have. By assigning automated rules to campaigns, you can take the repetitiveness out of content marketing and refine your processes to smoothly guide prospective customers through your buyer's journey. The right marketing automation software can also allow your business to target customers across multiple channels, both online and offline.
All in all, by shifting your focus from content quantity to content quality and following the three best practices outlined above, you can avoid becoming a part of the content pollution problem and truly offer value to your target audience with the content that you put forth.
If your content marketing strategy could use a reboot in 2019, we can help. Contact us at New York Ave to learn how we can help you to put together a winning, fully-managed content marketing program that breaks through the noise.