Article

Mike Owen
Mike Owen 8 September 2015

Will The Need For Good Content Ever Slow Down?

Today the success of any consumer-facing company now rests largely on its approach to the quality of one crucial asset: content.

The digital information age has permanently changed the way brands communicate with consumers. Thanks to the Internet, brands today can connect with more of the people that matter to them, more directly, and more frequently than ever before.

For any business, this can play out as either a great opportunity for growth, or a threat to its relevance. In the digital era, the success of any consumer-facing company now rests largely on its approach to the quality of one crucial asset: content.

Content Is King


The phrase "content is king" has grown increasingly popular in recent years, transitioning from a bold statement to borderline cliché. However, it couldn’t be more true. What a brand chooses to create and publish online – and beyond – defines its ability to connect, engage, and build relationships with its customers.


In other words: the need to consistently produce good, relevant, and useful content is not a trend that is likely to die down any time soon. It’s a defining aspect of the digital space brands now find themselves operating in.

The Future Of Marketing

In a a recent piece for Forbes that discussed the defining characteristics of the future of marketing, Daniel Newman identified content – especially visual content – as a potent business asset, stating:

The need for good content will not slow down. Ever. Content, particularly visual content, will rule the roost in the online marketing world, evolving into various forms and disrupting the conventional marketing models. Moreover, the speed at which a brand can create amazing content will play a part in their success.


That last part of this statement – creating amazing content, at speed, on demand – is where the real challenge lies. In an age where we are overloaded with information on a daily basis, cutting through the online white noise and resonating with your target consumers is harder than ever. Moreover, many brands still face the challenge of adapting their skills, resources and internal mind-set to act as high-quality, large-scale content publishers.

Avoiding Content Shock


Consumers are becoming more adept at filtering out and ignoring what isn’t relevant or interesting to them. For a brand to earn their audience’s attention, they need to be at the top of their game. And the standards demanded are only getting higher.


Mark Schaefer discussed the growing difficulty of cutting through information saturation in his article on ’content shock’. Coining the term, he explains it as "when exponentially increasing volumes of content intersect our limited human capacity to consume it."

Quality Over Quantity


The marketing landscape continues to throw up new and complex challenges – a key example being content. In order for brands to get ahead, the focus must be on treating content as a valuable business asset rather than a cheap commodity to pump out: quality over quantity.


When it comes to content, quality is achieved through a relentless focus on the needs and interests of your target audience. Marketing automation will increasingly play a vital part in helping companies define and understand their customers in greater detail, in order to provide them with helpful, engaging content that builds relationships and grows business.


Find out how Advanced Analytics, Data Extraction and Targeting tools from censhare can help your business achieve these goals.

 

Original Article


Find out more on the future of Content Marketing at our DLUK - Trends briefing on the 24th September 2015

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Infographic: 5 Key Findings from the Content Marketing Maturity Report

Infographic: 5 Key Findings from the Content Marketing Maturity Report

A new report from London Research and ContentCal explores how content marketing leaders are able to excel at this discipline, and reap the rewards. The infographic below summarises five of the key findings.

Linus Gregoriadis
Linus Gregoriadis 18 October 2021
Read more
New Research Reveals Content Marketers’ Biggest Battle

New Research Reveals Content Marketers’ Biggest Battle

A crucial step in the journey to content marketing maturity involves converting senior management enthusiasm into an in-depth understanding of the benefits of a strategic approach, and what is required to establish one.

Michael Nutley
Michael Nutley 27 September 2021
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more