We consider great content the glue that binds everything together.
But what happens when you get down a rabbit hole of trying to fill a content void across every channel? Not only does it suck up valuable hours of your time, but without a clear purpose or direction, you’re just adding to the digital noise and clutter we’re all faced with on a daily basis.
There are more than six million blog posts published every day around the world. The average user reads about 10 posts every day; however — and this is key — most are skimming and rarely spend more than 30 seconds on each article.
And blogs are only one piece of content. Think about social media captions, photography, graphic designs, thought leadership articles. Every piece contributes to the larger “content marketing” umbrella. So six million plus…we can’t count that high.
You might already be deep into content marketing. If you have a blog or a social media platform, you’re there. But it’s time to step back from the edge and ask yourself some focused questions.
Take it even a step further and ask yourself…Are you trying to generate leads or are you looking to build your brand awareness? Do you want a blog to improve SEO?
It can be easy to assume you need to be on all of the social media platforms, have a new blog each week, a bi-monthly newsletter and, and, and. But it might not be realistic or effective for your business.
Once you establish your clear strategic goals, then pick your content channels based on your goals and your audience. If you decide you want to build a full content strategy on Facebook when your audience is on LinkedIn, then you’re missing the mark — and wasting your time.
Perhaps you land on one social media channel with a stronger focus on blogs and web SEO. Or you skip blogs all together, but build a strong content plan based around a weekly newsletter and a strong social feed.
“Content is king” doesn’t mean it’s a carbon-copy solution across the board.
Content is customized.
Content is optimized.
Content is your story.
Are you telling it effectively?