In December of 2016, an average of over two million blog posts were created each day on the WordPress platform alone. 10 years ago, that number was approximately 60,000 a day.
That’s a huge scale back.
And I think it reflects something significant.
Great content targeted at the right audience in the medium they prefer to consume it and at the right time. That’s what drives business goals.
So, the marketing strategy has been to create more content and distribute to more places to ensure you hit every possible opportunity. Marketing departments value and hire more content creators – and more people dabble in the space, leading to confident marketing professionals raising the cost of content.
Since content can take 12 – 24 months to earn a return on investment, impatient managers of organisations can become frustrated with performances and less likely to invest in content appropriately.
And when time and resources are cut, content returns are still expected – that’s when content marketing can be “plenty hard”, in the words of Rand Fishkin.
The ongoing demand for more and more content means marketers concentrate less on quality and building genuine distribution relationships, and just pump out more content. So, noise increases, and nobody wins.
Start small and be patient. Create strategic purpose by crafting an outline of your key business objectives and c
Slower, Quality Content Outperforms Faster, Quantity Content
The best-performing content has a significant strategy behind it. Think topic research, interviews, tone of voice, audience demand, influencer outreach, social and PR elements for shareability and reporter interest, search engine optimization, user experience, design, paid outreach, repurposing, and much much more.
To find content marketing success in 2018, concentrate more on the elements that make your content resonate with your audience and less on pure content creation for the sake of keeping up with production standards. Learn how to scale your effort down, if you’ve worked on too much for too little results.
Content marketing is a fluid process, and you should consider investing accordingly—yes, this means scaling back from time-to-time.
If you aren’t feeling confident about your current content quality, scalability, or performance path, consider slowing down and re-focusing your efforts. Taking a quarter to reassess your strategy can help you identify a stronger solution to gain market share on your competitors and better relate to you customers.
Have you been overwhelmed by the pressure to constantly create marketing content?
How do you create a content strategy? Have you scaled back content creation to keep up quality? Comment below!