Every 60 seconds on the internet, 1,440 WordPress posts go live, 500 hours of video get uploaded onto YouTube, 65,972 Instagram photos are posted, 448,800 tweets are tweeted and a whopping 3.3Million posts generated on Facebook.
Sounds like a lot right? But here’s the problem- content is not consumed evenly. Rather it’s consumed in viral clusters as trends and algorithms push views of particular stories. So even while we find out that consumers view 1 Billion hours on YouTube each day (8.4 minutes per person!), there’s a good chance that much of those hours are focused on the same piece of content. And you can bet that it’s much more likely to be a video of a cat running from a cucumber, than it is to be your brand’s latest product launch.
To the content marketer this cycle can feel like a giant hamster wheel. This is particularly clear when you know deep down that the content your creating just isn’t going to get consumed. No matter how much we chant: “right content, right time, right place” we still find ourselves in the content creation/consumption vicious cycle. Podcasts to create, live videos to shoot, blog posts to write, because the content monster never quits. In this scenario, content becomes something that is created because you need content. It’s content for content’s sake.
As long as we stay in the content-for-content’s-sake creating area we can churn out professional-looking videos, well-edited podcast series and blog posts demanding disruption. We can call ourselves successful thought-leaders and behold, we are. “Look at the content!” we say, “With so much of it clearly our business is successful”. This is the approach taken by many brands (both corporate and personal!) and it’s leading to a massive race to the bottom where we will all loose out.
Social media transformed the marketing industry by created mediums where brands could interact directly with consumers in a nearly-human way. Unfortunately over the past few years, the practice has become polluted in a race to the bottom click-bait, fake news, bot-filled, world. Consumers are bombarded with far too much content created with no reason other to create content. Just as poor quality ads led to the rise of ad-blockers, the over creation of badly done content marketing risks leading to a mass desensitization of consumers and the introduction of algorithms and newsletters to act as third party mediators to weed out the signal from the noise.
Your audience should want to visit your website, social media page, etc. to get the latest content from you. A healthy social media marketing mix should not have to rely purely on paid media for ROI. For these to be true, your content marketing efforts must align with the consumption habits of your target audience.
Here’s my challenge to all of you: Take a look at the type of content you create, ask yourself why you’re doing it, and whether you’re really seeing ROI from it. If you are- great! But if you aren’t, then it’s time to press pause and reevaluate. Don’t keep pushing out noise with no signal.