Yes, the content overload is undeniable. But the era of content has only just begun…
Are you overloaded with content? Blog posts, webinars, podcasts & print magazines? You are not alone. We are all in the same situation. So what does this mean for publishers? Will no one read your content anymore?
I recently received a copy of Joe Pulizzi’s, the founder of Content Marketing Institute, latest book Content Inc. Yes, Joe has good reasons to state that content will continue to be a key asset for inbound marketing, but he also bases his reasons on lots of research, great success stories – and some common sense (watch my interview with Joe HERE).
In my opinion, there are 2 main reasons to believe that your content, if it’s good, will still get read in 2016:
Modern buyers search for answers online
The buyer today is much smarter than 10 years ago. He uses the web to do his research before he makes a buying decision. He will search for content that educates him to make a better choice. In fact, 57% of the buying decision is already made when he contacts the seller. If he doesn’t find your content, he will find your competitors !
People want to hear it from you
Yes, almost any topic has been covered before & lots of content can be found on the internet. But your community wants to hear it from you! Because after a while they will recognize your name and if they see your post in the search results, they will click on that one first. True, that won’t happen overnight, it takes consistency to build that trust towards your community. But eventually that’s the case: people will want to hear it from you!
Create the content before the product?
In his book Content Inc., Joe Pulizzi (watch our video interview) actually suggests that start-ups should use content to create a community first (think e-mail subscribers) and only once they have a minimal viable audience should they think about launching their first product. I remember that’s exactly how Michael Stelzner from Social Media Examiner did it. He created a loyal audience first, before he even hinted at the possibility to host the now hugely successful & popular Social Media Marketing World event.
So you see, your quality content will still get read in 2016. So don’t forget to plan out your blog content for the first half of 2016 right now!
I’m pretty sure it’s already true that most people don’t read content – they read headlines and look at pictures. I suppose that’s why content curation has become so popular, because content CREATION isn’t even worth the effort anymore – nobody reads it anyway.
I beg to disagree, Patrick. If no one creates the content, then content curation will become obsolete as well. You want people to curate YOUR content. Only that way can you spread YOUR message, voice YOUR opinion 🙂
Sarah,
I will continue to create content. I am launching a new site that will be an umbrella for my different activities. I am in it for the long run, spreading better ideas on new media, business philosophy and the good life (including tea).
All the Best,
Martin
good for you, Martin ! That’s the way to do it !