Content Marketing Tips

Like any other emerging field, content marketing has its share of detractors, and they often have a point. Let’s walk through some of the wrong ways to approach content marketing so that you can avoid these mistakes in your own marketing and understand why is content marketing important?

Content Marketing Is Not About Volume

Mark Schaefer recently coined the phrase content shock to describe the impending cliff of despair facing content marketers. The theory says content marketers produce so much stuff that the practice will eventually collapse under its own weight, as audiences tune out the crushing volume of content. Technically, the theory is based on the simple economics of supply and demand. As supply grows, the price for goods goes down. But because content marketers give their stuff away for free, content marketing is not sustainable. The content will eventually reach a negative value, causing more harm than good.

The main myth we want to bust relative to content shock is that content is free. Content is never free. The audience might not pay for it in money, but they pay for it with time and attention. It has to have at least enough value to be worth the time and attention of the audience. Because audience time and attention become more precious with each passing day, high-quality content will continue to gain in relative value against its lower-quality competition. High-quality content differentiates companies from their competitors.

Content quality is a hallmark of content marketing. You can’t build trust with your audience unless you build quality content. Of course, this is easier said than done. But here again we can use data to measure how well our content performs for our target audiences and make adjustments as we go. It might not be perfect when it is published, but using big data can improve the content over time and make it a competitive advantage. Another aspect of content shock is that audiences are drowning in content. Whether or not you believe Schaefer’s theory about the economics of content marketing and what is content marketing, the practice tends to overwhelm the audience if it is not done right. But this also is nothing new.

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