What Great Brands Do That Good Brands Don't in Content Marketing
Okay content is easy. Killer content is hard. This nifty eBook shows you the difference, based on our real-world work with dozens of brands. A must-read!
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.
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.
“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
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.
Okay content is easy. Killer content is hard. This nifty eBook shows you the difference, based on our real-world work with dozens of brands. A must-read!