If you’ve been following content marketing trends, you’ve probably seen a lot of hand-wringing about an overabundance of content online. And, superficially, it can seem like we are on the precipice of some sort of content apocalypse, where your content will get lost in the torrents of new material being pumped out onto the ‘net every day. But, when you examine the issue more closely, you can see that there isn’t really as much to worry about as you might think.
A few reasons it doesn’t matter:
Most Content Is Pretty Ephemeral
While there are a lot of pieces of content that continue to perform well for months or even years after they’re posted, they are the exception, not the rule. In general, a surfer is not going to click through pages and pages of blog posts. So, adding fresh posts is a strategy that makes sense.
No one worries that there have been too many issues of specific magazines. Publishers understand that the newly released content is going to get eyes and that older stuff will lose relevance.
No matter what industry you are in, technologies, laws and trends are going to change. So, someone’s five-year-old “How to Find the Most Efficient Thermostat” article will be sorely out of date. Creating or commissioning new content means being able to provide your surfers with the most up-to-date information.
Your Content Should Reflect the Voice of Your Brand
If you are creating content that is identical to what’s offered on other sites in your industry, then the content glut is a problem for you. But, you can set yourself apart by ensuring that what appears on your site, your social media pages and in your other offerings reflects your brand. Is your voice conversational? Authoritative? Do you deal with a young demographic, or are you more popular with the Baby Boomers? The content materials you create should fit the look and feel of your site.
Your Content Should Be Personalized to Your Audience
So a hundred insurance agencies have published blog posts about life insurance. So what? If you deal with local customers, agencies in the other 49 states are not your competition. Emphasize that by localizing content. Now that you’ve narrowed it down, you can get to work differentiating yourself from those in your market. This can be accomplished, in part, by speaking directly to the audience you want and the audience you have. If you work in an area with high flood risk, for instance, address that on your blog. If your local area has a large elderly population, write with their concerns in mind.
With today’s empowered consumers, content marketing is not going away. To ensure that you continue to reap the benefits, make sure that your content is personalized to your audience and your area, up to date and useful to the customers you want to attract.