You have to hand it to the so called “experts”. We were promised that social media would be the magic carpet on which our legions of brand advocates would go to spread the word about the marvelousness of our brands, and would free us from the terrible, wasteful expense of advertising. When that went down the drain they trying to tell us that content marketing is the key to consumer engagement. Pure garbage. Continue reading
More content than ever before is being created, but it’s vastly under-utilized by consumers. Why? The answer is simple. Although we live in a multiconnected device environment, consumers just don’t have the time to read your content. Continue reading
One of the great marketing con jobs of our time is “content marketing” promoted by the same people who inflated the social media bubble. Last week, a marketing analytics firm called Beckon reported some statistics about content that should sober up even the most delusional content maniac:
– 19 of 20 pieces of content (95%) get little to no engagement.
Content marketing is being hyped right now, usually by people who have something to gain, but according to our preliminary research, (n=677) people are using their Internet time to go to bookmarked sites. Consumers simply don’t have the time to read all the content that’s out there, but brands are convinced that content marketing has an ROI. Continue reading
Content marketing topics abound online, but is content marketing really essential for online marketers? The answer to that is no. Content, for the sake of content, is a waste of time and money. Your content should be designed to support one objective; turning prospects into customers. Continue reading
According to PR week “Though we often accuse the young of having a short attention span, it turns out this is not confined to that generation. Only a couple of us get past the headline to the main story. That main article, so tricky to access on some phones, might either give real depth to the “shouty” headline or, in fact, undermine it.” The key reason? Who has time to read all the content out there? Continue reading
Via HBR: As a central feature of their digital strategy, companies made huge bets on what is often called branded content. The thinking went like this: Social media would allow your company to leapfrog traditional media and forge relationships directly with customers. If you told them great stories and connected with them in real time, your brand would become a hub for a community of consumers. Businesses have invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have made brands less significant. What has gone wrong?
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. Continue reading