Content Marketing – is more, better?

Posted on: in Content Marketing The Formula Digital Marketing

34.8% of marketers are planning to focus their attention on content marketing in 2013, this up from 18.9% in 2012 according to the recent ’2013 State of Content Marketing Study’ released by Copypress – an online content producer. Read the full report.

With the rise in the realisation that as an important part of the marketing mix, we need to increase our content marketing activities, the danger lies in the rampant belief that more content is better. This is not necessarily the case.

The evolving consumer

Influenced by a variety of political, historical and technological factors, consumer behaviour has evolved over recent years and continues to do with exceptional momentum.

Where traditional advertising efforts yielded results in the past, today’s consumer expects a more participative relationship with a brand. They expect to be able to develop an experience with a brand before buying through – among other things – engaging, informative content. They no longer want the intrusion of advertising – particularly when it comes to their online browsing experience.

Because such an exceptionally high volume of information is available to consumers today – only quality content will grab their attention.

Furthermore, and possibly most importantly, the modern consumer benchmark when building their experience with a brand, is based almost entirely, upon a genuine level of trust.

In a recent study by entitled ‘The Trust Factor , researchers have proven almost conclusively that consumers will not actively engage with a brand until trust has been established. In developing trust, consumers expect companies to demonstrate expertise, fairness, relevance, choice, relatability and awareness.

We were fascinated by the 2013 Edelman Trust Barometer which is an incredibly informative report on global perceptions around trust at various levels – one of which includes media. In this report, Edelman lists the top attribute to building trust as ‘engagement’.
addition, the company lists ‘dialogue’ as being of significant importance to the global populace in more recent years. People want to be spoken ‘with’, not ‘to’ and they expect transparency.

So with enough evidence at hand to understand the foundation of what consumers are wanting and why – there is little doubt that the quality and authenticity of content is significantly more important than quantity of content.

A standard rule applies to content marketing just the same as it would to any other part of the business – that one can never compromise on quality and one must always work according to a plan.

“Every two days now we create as much information as we did from the dawn of civilization up until 2003″. Eric Schmidt. Google CEO.

Developing quality content

Outstanding content marketing is devoid of promotion. There is nothing that screams ‘buy now’ in memorable editorial content.

Rather it is a human voice that understands the customer’s needs and wants, makes an effort to address these and shares knowledge.

In creating quality content, you will need to spend some time on really getting to understand intricately the real needs of your customers. Once you have established your ‘foundation of needs’, you will need to establish a strategy to find ways of providing your customers with the information they would need to help answer their needs.

That information you provide should be authentic and highly usable.  As an example, rather post one well thought out blog article per week – something that grabs the attention of your customer – than deliver a myriad mediocre posts that only end up becoming clutter. Let your brand become synonymous with quality in the mind of your customer.

This process results in credibility, which in turn results in trust. When customers trust your brand – it is then that they enter the sales funnel and become advocates of your brand.


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