Content, we all say that content is king, but do consumers really have the time to read all that content? Not according to a new survey from FleishmanHillard. The big takeaway here seems to be that coupons (76%) and promotions (59%) still rank highly in the hierarchy of information a company can provide.
I was surprised to read this week that the Wall Street Journal was laying off editorial staff in addition to digital marketing people already let go earlier this year. If content is king it really makes no sense to lay off staff who can write that content and integrate it online. To attract visitors and increase your subscriber base, it’s essential to provide content that both informs, educates and keeps readers coming back for more. To cut staff is both throwing in the towel and making a strategic mistake at the same time.
In an article on the HBR blog Greg Satell said that “marketers need to act more like publishers” I would challenge this assertion because I believe that there is already way too much content online that consumers are becoming overwhelmed with it. I mean there will be people who like to go to a website on salad dressing to get new recipes, but are they going to go back to it again and again?
Step away from the internet for a little while and look at your RSS feed count when you come back. How many stories do you have? 100? 200? Do you really have the time to read them all or do you just quickly scan the headlines? The promise of content marketing has been overblown by blowhards and experts who like to talk shit, but have no idea how overwhelmed we really are with information.
There has always been a belief that great content will drive engagement but there are some instances where even the best content may not drive consumers to read or share your content. It all comes down to to the fact that consumers just don’t have the time to consume every bit of information on the Internet.
POST SUMMARY: Time is the new consumer currency yet a lot of brands are being taken for a ride by those who suggest that content marketing is going to lead to conversion. Consumers may utilize your content but unless you ensure all your brand touch points provide a great experience you’re wasting money.
Facebook global head of brand design Paul Adams presented one of the most important talks last year. In the session, “What People Share and Why,” Adams suggested that people are not necessarily predisposed to sharing and said “brands need to understand why people talk. By doing so, it is much easier to create vibrant communities and conversations. The first reason people talk is to make life easier. For brands, that means creating content that makes something easier for their fans.” But is this true for all brands ?