Content marketing has been every marketer’s favourite topic over the last couple of years.
To gauge the state of content marketing today, you don’t have to look much further than Twitter. Nearly three-quarters of Fortune 500 companies have active Twitter accounts where they share curated and greenfield content. The social network has become a very popular way to build relationships, serve customers and share industry news.
But that popularity means Twitter has become inundated with the same stories from the same sources. Businesses have a difficult time sharing original content that prospects haven’t seen elsewhere. Twitter has simply become an echo chamber.
Sharing relevant content is critical to growing an audience, but that content has to be original to gain any form of traction. With 95 percent of today’s B2B businesses using some form of content marketing, sharing original content is harder than its ever been before.
Content Marketing Spam
The consequence of all the sharing and re-sharing is the creation of content marketing SPAM and content marketing saturation means just one thing: “content shock”.
Companies often don’t have the resources to create enough pieces of original content during the course of a day, so the majority turn to content curation, where they identify relevant content to share with their audience through social channels. We, as marketers believe that we are producing ever-greater volumes of content to satisfy our customers’ need for information.
The sad fact is we produce so much more content than our audiences could ever possibly consume; be this in the form of blog posts, white papers, infographics, videos, podcasts… the list goes on and on and on.
There was a time when you could achieve some cut through by simply sharing something of value. But that’s no longer the case. In the ever-competitive content marketing landscape, we all have to work harder to eek out some value from our creative output.
Is B2B content marketing therefore going the same way as banner ads and email marketing, and becoming the new spam? Perhaps.
So How Do We Overcome Content SPAM?
The content avalanche. Content tipping point. Content saturation. Whatever you call it, there is concern among B2B marketers that content marketing is being abused and may cease to be effective. Many organisations view content marketing as a successor to traditional SEO and so “content spamming” is becoming the new norm for some.
SEO is critical to creation, optimisation, distribution and success of content. But, that does not necessarily mean SEO should define your content strategy.
Instilling a Content Culture
Switched on organisations build strong content culture. Without a culture of content businesses produce hectic and reactive content that will fall short of the mark – aims and objectives wise. Altimeter recently published a white-paper on this topic and defines a culture of content as:
“A culture of content exists when the importance of content is evangelised enterprise-wide, creation and creativity are encouraged, and content flows up and downstream, as well as across various divisions.”
Setting the right culture of content will help align SEO and content marketing initiatives and move you beyond the SPAM trap.
From strong content culture comes process. Implementing process ensures that content hits all your organisation goals. Process is where strategy and tactics align and is where multiple content strategies and SEO tactics can be set.
It is important to understand the different types of content that your organisation requires, and that you have the correct processes in place for the efficient production of this content. It is paramount you make your audience the primary focus, align your content to your marketing funnels accordingly.
Every piece of content should carry a purpose beyond SEO. Own your content and don’t be a content marketer spammer!
We often see companies struggling to cope with “content shock”, and whilst we develop strategies to support this, our event, techmap is a great opportunity to hear from three expert speakers who sure do know there stuff in the content marketing space.
Our speakers include,
Why not register now for our techmap Meetup, due to be held on Monday 27th April. Let’s get to grips with the content marketing deluge.
Feel free to leave a question in the comments below.