How many times have you heard someone say it or even think about it? Although no one can deny the benefits of content marketing, the statement above stems from what content marketing does for the company, not the consumer.
Now that content marketing is widely implemented in organizations – 91% of B2B and ] 86% of B2C companies have implemented it – we often forget that nobody goes online to consume content or become a leader. Instead, people go online to be educated, entertained or inspired.
Because of this imbalance in the way companies and consumers see their ultimate goals, organizations fall into the trap of talking about themselves. If we go back to the essential stages of the customer journey, we know that the consumer does not care about the brand during the awareness phase. All they want is to explore the symptoms they face and find the name of their problem to be able to solve it.
The report 2018 Edelman Trust Barometer reveals a decline in trust in platforms and the media, including social media and research. However, voices of expertise gain credibility, including technical experts, analysts, CEOs and entrepreneurs.
We will explore what this means for content marketing and how the non-narcissistic approach can move your organization forward.
Content marketing is about the needs of your audience
Let's look again at the first sentence of this article. The goal of a trader is to develop an organic presence and generate revenue for the company, but the real goal is that of his audience.
The majority of all online sessions- 93% – To begin, let's start with a search engine. Your audience needs answers and solutions to their problems. As much as 60% of US Internet users perform at least one search query per week to search for these responses.
Brands create content of different formats to maximize their chances of being the displayed and preferred result. And even if they spend 25% to 43% of their marketing budget in content, only 23% of directors of marketing believe that they produce the right information for the right audience and deliver it at the right time and in the right format.
This makes their work difficult. They continue to spend their resources to create content they are not sure of, despite 63% of them mostly had a buyer in the lead .
Here's a caveat: Is it possible that your audience does not need more content, but fewer handpicked content among the most reliable resources possible?
In 2014, Mark Schaefer developed a term that upset the world of marketing: Content shock . Content shock is represented by exponentially increasing volumes of content that exceed the limited human capacity to consume it. If you are among the 63% of those who create content for their characters, are you sure your audience has time to consume it?
According to an article by Stephen Walsh a typical knowledge worker spends approximately 9.5 hours per week looking for information before finding need. Their needs cost them a quarter of their working hours.
Is producing more content really the best way to meet those needs?
Content marketing is too self-centered
Another challenge is the fact that much of this content is brand-focused. According to 2018 Content Marketing Institute B2C Research About a third of B2C marketers do not focus on creating content for their audience in relation to their brand :
In addition, about 40% of them struggle to publish content on a defined and planned basis, and you get content that is not just brand-driven, but does not is not reliable point of view.
The limit of the audience that an organization can reach constitutes another fall of the first approach. The further away the brand is from audience-centric content, the less impact it has. Create content that the company wants to talk about the means it needs Seeking an audience thereafter :
By cons, though they present content that the public already wants to hear, the potential to reach this audience is inherently greater.
Content curation is a powerful answer
Consistency, brainstorming on the subject, performance and demonstration of ROI are some of the key needs and challenges faced by a marketer. So when you add the requirement to focus on others and not on the brand itself, it becomes even more demanding.
The solution: curation of content .
The curation of content is certainly not new. He achieved his fame and remained an important part of the story of content marketing in 2012:
However, most marketers and organizations know about content curation as simply the practice of sharing other people's content on social networks. While this is true, is only one of the four key elements of content curation blog posts, content concentrators and electronic newsletters. ]
There are also widely known content curation benefits, such as improved engagement, track management, increased conversions and the benefits of SEO.
With respect to the customer awareness step mentioned above, training is another often overlooked benefit of content retention. According to Conductor Survey Data If the customer's trip into the sales funnel starts with educational content, they are 131% more likely to buy.
This brings us to less obvious strengths of content preservation:
He educates readers without pushing your own product . Content curation helps you present other voices and reliable opinions without compromising quality and value for the reader.
It helps you to learn which topics most interest your readers . Even if you knew your personality well your analyzes will tell you exactly which topics and which formats do not work, and which ones you should include more … without having to risk and create anything for yourself.
He ensures the daily and weekly coherence . Most marketing teams do not have the ability to produce content daily. The weekly frequency is easier to reach, but it remains difficult to maintain the quality. The elaborate content facilitates the dissemination of the best content each time.
This helps you become more easily identifiable as a point of reference and resource on a particular subject . When you help your audience find the best content in the industry via you, you become a connector and a person to whom it will likely come back.
You will develop your brand as a credible source on a particular topic by adding an overview of organized content . Instead of simply conveying the content of others, you can increase its value and shape the story by adding your thoughts and learnings to the subject.
You will be known by influential members of your sector or domain . When you occupy a central position on a specific topic and your reach continues to increase, other well-known experts will contact you and create a ripple effect.
Become the central place of your audience
The curation of content does not only concern the selection and display of information. It is based on the identification of the most relevant information for a hyper-defined character and on the contextualization and organization of this knowledge before presenting it to them.
With curation of content, you can harness the impact of educational content by acting as a reporter representing multiple sources, sides and stories. In this way, you will provide the consumer with a 360-degree view of the subject and inform them fully.
In turn, you will become the resource of the industry that is too beautiful to pass.