Over the last year we have finally started to see signs that the content marketing industry is becoming mature and established. Rather than being seen as glorified spam, content marketing is now seen as a brand building exercise, with social intelligence and search being at the forefront of the industry.
Quality over quantity
While content marketing gurus have long noted that you should favour quality over quantity, this has not always been how it has worked out. All too often marketers have looked to churn out as much material as they could in the hope that producing more content would mean more visibility and better rankings.
Today, more than 85% of companies make use of content marketing; however, as a result of the scattergun approach, only around one-fifth of these companies are confident about their ROI and many companies report that their content is not being seen by their target audience.
The content divide
As the industry matures, we are seeing a problem whereby the people who are creating the content are proud of their work but the people who use it say they are not satisfied. Who is in the wrong? Is the content bad, or is the targeting to blame? There is only one way to find out, which is to be more aggressive with marketing content. This is exactly what content marketers are now trying to do.
Search and social intelligence is a valuable tool and today there are plenty of analytics tools that offer good insights into where customers are coming from, what they are looking when they visit your site, and the kind of content that interests them. By using the content halo model, it becomes possible to scale content creation so that the content you create reaches the right users, supports your business goals, and provides value to both your company and your visitors.
It is unfortunate that it has taken so long for businesses to appreciate the nuances of content creation and marketing, but now the market has reached the stage where everyone understands that there is more to marketing than volume and keywords. Make 2016 the year that you create the right content and distribute it through the best channels to reach people who will engage with your brand and will help to amplify your brand’s voice with people who are just like them.