How to Navigate Increasing Content Without Diminishing Returns

Allen Gannett, CEO of TrackMaven, joins the Content Pros Podcast to discuss navigating and avoiding the terrifying reality of an explosion in content quantity that is leading to decreased engagement.

In This Episode:

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Full Episode Details

Less is More

As content marketing explodes in popularity, the assumption is to see a correlating rise in engagement. Unfortunately, Allen has not seen this to be the case. In fact, the opposite is true with a startling 17% decrease in customer engagement in spite of a 35% increase in content.

The question on everyone’s mind is why is content marketing booming, yet falling flat and ultimately hurting business?

The answer? Relevancy.

As Allen sees it, posting content on every channel all day long can be pointless and harmful if your customer finds your articles irrelevant. They won’t read it. They won’t even click on it. Even worse, in their mind, the association of being irrelevant will extend to your brand.

The strength in content lies in responding to demand, educating the audience, and focusing your efforts on the channels where your customers work and play. In this world of booming content, less is actually more.

In This Episode

• Why the explosion in content quantity does not mean a similar increase in engagement
• How relevance leads to content that is powerful and impactful
• How evergreen content leads to long-tail reports that draw customers back every year
• Why focusing on essential channels means being ok with a smaller quantity of content that has bigger impact
• How the nonstop stream of innovation in marketing can make or break your career

Quotes From This Episode

“Publishing is going up on every single channel.” —@Allen

“On average people are posting 35% more content per day but the scary thing is that there’s also 17% less engagement on their content.” —@Allen

“At the end of the day, we really think of ourselves as educators.” —@Allen

“When you’re on the tip of the spear of educating your customers, you have to really understand where the pent-up demand is.” —@Allen

“The biggest thing people can do is understand their limitations and advocate for them.” —@Allen

“However many channels you are doing now… divide it in half.” —@Allen

Resources

• Allen Gannett on Twitter: @Allen
• TrackMaven
• The Content Marketing Paradox Report

What did you want to be when you grew up?

Allen’s first choice of career did not lie within marketing analytics, but where Hollywood meets the law. As a kid, he wanted to be a big-shot Hollywood entertainment lawyer; rubbin’ elbows with the stars and walking the movie beat.