Content “Blindness”: When you can’t see the content behind the advertising
As entertaining as a blockbuster, informative as a broadsheet, and as snappy as a tweet. This is how modern content marketing should be. However, 93 percent of businesses directly connect their content to their products and services. And that is where content marketing flops.
According to a study by The Economist Group. the overwhelming majority of marketers use their blog posts, videos, and newsletters to explicitly reference products, rather than to tell a story. Only a few of those surveyed stated that they also make reference to topics that resonate with their target audience, but which have no direct connection to their business. Consumers therefore continue to be bombarded with bland advertising, just under a different name. However, this doesn’t go unnoticed: 71 percent of decision-makers state that they aren’t impressed by content that feels like a sales pitch. What they really want is timely, unique content (67 percent), or content that explains complicated topics in a simple, easy to follow way (60 percent).
Good content, bad content
But what makes content stand out from crowd in the face of fierce media competition? It needs to be entertaining as a blockbuster, informative as a broadsheet, and as snappy as a tweet. To accomplish this, businesses typically require an editorial team with extensive knowledge of the subject at hand, and considerable expertise in PR and marketing. But outstanding results can also be achieved with a low budget and a little creativity, Magazin t3n zeigt.
Moreover, the linguistic quality of text is more important than many people realize. A survey of British online users showed that 59 percent would be put off buying products from websites with poor grammar or spelling mistakes. So get your dictionary out.
A checklist for marketers
If you want to find out whether the content you are producing is effective, ask yourself the following questions:
- Are you showing your readers more than just the benefits of your products or services?
- Does your content demonstrate that you are well-informed in your field?
- Do you provide detailed guidance and a thorough analysis of the topic?
- Is your article at least as entertaining as it is informative?
If you can answer “yes” to all of these questions, then your content has an excellent chance of being noticed.