The social media consultant, Mark Schaeffer, has defined the term “content shock” like this: “the amount of content being published is growing exponentially faster than the audiences intended to consume it, while the time available for consumption is a relatively fixed constant.”
This rise of content marketing should come as no surprise to anyone who has noticed the almost total collapse in effectiveness of online advertising. “You are more likely to be hit by lightning than click on a banner ad”, says Dr Paul Marsden from digital marketing agency Unique Digital. “There is a one in 3,333 chance of clicking on a banner ad and one in 3,000 chance of being struck by lightning. So if audiences won’t click around content, you need to be the content.”
This is where your content marketing distribution strategy becomes relevant. Here is the method and approach we at Sprinkle believe you need to adopt:
- Ask yourself: “What type of content do we have and / or what do we need to produce?”
- From your existing content portfolio – what items performs the best?
- Can you enhance and leverage our earned content and media space?
- Where is your strategic focus? Early awareness stages or later action stages. What content fits the stage you are targeting?
- What channels should be used for distribution? Are you throwing good money at bad investments and are you paying for gross or net reach?
Here’s Matt Cross, deputy managing director at communications agency Hotwire with some parting words to consider:
“If they read a smart headline or tweet, but then the article is irrelevant to them, they won’t finish it. If they don’t finish it they aren’t likely to come back. Good distribution without good content is a con, which will quickly backfire. A good rule of thumb is to spend as long promoting your content as you do producing it.”