Thanks to the diverse offerings of products and services and growing consumer demands, brand loyalty for today's consumers is slipping. In the past, people were faithful to brands because they had an extensive history of using their products and services. For example, they only purchased one brand of cars or shopped at one particular grocery store. A big part of this undivided loyalty was because consumers had fewer choices years ago. However, the internet is vastly transforming the way that consumers make purchase decisions, thus causing brand loyalty to take a hit.
If you search the internet for a particular topic, you can almost be sure that the topic has been covered at least a dozen times by different sources. And, not only can you find an abundance of information on a topic, but they often offer the same perspective.
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".
Thanks to the growing dependence on social media and online reviews, consumers are now very much in control of the messaging that brands put forth. As a result, businesses realize that investing in a well-rounded content marketing strategy is a necessity. However, while brands are investing more money than ever in content marketing, many of these businesses remain unsatisfied with the results that their strategies are generating.
No matter how much enthusiasm and commitment that you have behind your content marketing strategy, it's inevitable that you will encounter a content creation rut. And, unfortunately, if you continue to be plagued with writer's block and halt publishing fresh content, your online visibility will suffer.
Think about some of the most successful marketing campaigns of all time. Some of the more recent campaigns that come to mind include "The Most Interesting Man in the World" campaign for Dos Equis beer and "The Man Your Man Could Smell Like" campaign by Old Spice. What do these campaigns have in common? They used excellent copywriters that knew how to craft each brand's story in a way that would resonate with the target audience.
Although we've entered into a new year, one thing will hold true in 2019 and the foreseeable future: content creation needs to be a priority. In 2019, it's anticipated that 84.5 percent of companies with 100 or more employees will use content marketing to connect with existing and prospective customers. Given this statistic, if you're not creating and distributing content via your various digital channels, you're in the minority and are missing out on a powerful opportunity to reach your audience.
Today's consumers can't seem to get enough content. According to a 2018 Neilson Total Audience Report, U.S. adult consumers are spending nearly half of their day (more than 11 hours on average) consuming content. The types of content consumed range from traditional media platforms (live TV viewing and radio) to streaming podcasts and browsing through social media. From a marketer's standpoint, the opportunities to engage consumers with content are endless.
Marketers are constantly under pressure to stay on top of the latest search engine algorithm updates to ensure that their website and content is compliant with Google's standards. While Google considers hundreds of factors when ranking content, some of the most important criteria include content quality, backlinks, and the user-friendliness of a website. Taking the time to optimize anchor text will benefit all three of these key components, thus giving your SEO strategy a welcomed boost.
If you want to succeed with content marketing and position your business as a thought leader in its industry, you can't always produce content that is intended for a broad audience. The real value that you provide to your customers through content will come from tailoring your message to a specific audience.