Marketing today is all about developing quality content in multiple formats, and making it available across a wide variety of channels online. Well, that's a rather over-simplified description but essentially, without adapting your marketing strategy to the new buyer journey by providing relevant and authentic content, your organisation will flounder.
Instead of pitching our products or services in a traditional outbound approach, we need to be providing truly genuinely useful content to our prospects and customers to help them solve their issues.
The reality now is that 47% of buyers view 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016).
The challenge is that everyone's doing it. Online content is being churned out relentlessly by organisations to tick the 'content marketing' strategy box. The market has become saturated with an incredible volume of content, some of which is fabulous. However, the reality is that there is a lot of poor quality, un-engaging content being produced which fails to attract and retain customers.
However, if you get your content marketing strategy right, there are huge dividends to be earned in terms of traffic, pipeline and ultimately revenue.
Another compelling statistic to back up the importance of this is that content marketing gets 3x more leads than paid search advertising. (Content Marketing Institute, 2017)
So how can ensure our content actually stands out above the rest? How can we cut through the noise to ensure a maximum of eyeballs on our content?
I love the quote "Your content has to be the cream which rises to the top" from this Business 2 Community post.
Recommend a read of the full post, there's some useful tips and tricks to ensure your content marketing makes some noise and stands head and shoulders above the rest.
Brands are jumping on content marketing as a cash cow — but the yield will be poor unless you can stand out from the herd. Don’t kill your content marketing with mediocrity. Here’s how to differentiate and kill the competition. Guess what? Content marketing has gone from organic farm to industrial ranch. The once roomy and pleasant meadows have been invaded by a whole herd of companies trying to milk this clever form of marketing for all it’s worth. But don’t follow the herd! Differentiate your content marketing with quality content… Stuck in a crowded field of mediocre, middle-of-the-road content competing for customer eyeballs, clicks and leads, how do you avoid getting lost in the shuffle?