Monday 03 March, 2014
There’s a new buzzword afoot in content marketing circles – it’s ‘content shock.’ Content shock refers to the fact that as more and more content is put online, it competes for a limited number of eyeballs. Everybody is bombarded every day with content coming from all over the place. We’re connected through our phones and other mobile devices. So, the competition to get your content seen is even harder than ever before.
There are marketers out there losing sleep at night because of content shock. There are others who think it’s a load of nonsense, another marketing term and bandwagon to jump on. They point out that there’s no evidence it exists and therefore no reason to worry about it.
But whether it truly exists or not, it’s a fact that you’re out there competing with everyone else, many of whom are offering content similar to yours. And there are only so many hours in the day.
So, I’ve brainstormed a few ways content marketers can stay on top of the mountain of content that bombards your audience daily.
The key to getting and keeping people’s attention is originality. If you’re truly offering unique content or an original point of view, you’ll stand out from the crowd. When you’re titling a piece, for example, try to avoid generic titles like ‘7 Common Mistakes You’re Probably Making.’ Of course, for SEO purposes, generic titles may work well. But at least add a unique twist that makes your content original. When people see the title come up in the search results, they’ll take notice.
Build a Tribe
It’s even better if you can speak to a narrow segment of the population and deliver the unique content they’re looking for. The IM buzzword ‘tribe’ describes this phenomenon. Think of your audience as a tribe. They’re a small, tight group and they’re looking for very specific content online.
Flood the Information Highway
Of course, another around the content shock problem is to simply flood the internet with your content. The more you put out there, the more likely it will be seen. This is a great idea if you have deep pockets or you’re a prolific writer with lots of great ideas, but it may not be an option for other folks.
Make Them Pay
You can sometimes get more eyes on your content if you make it exclusive. All of this content that’s supposedly causing content shock is free. But if you can drive people to a membership or pay site, or a site where you’re selling premium content, and convince them that you’re offering something valuable they can’t get anywhere else, you can not only get your content seen but build a loyal audience. People value stuff more when they’re paying for it.
Focus on Relationships
These ideas have something in common – relationships. If you build a relationship with your audience, through your originality, appealing to a tribe or premium content services, you don’t have to worry about getting and keeping attention.
You build a relationship by paying attention to your audience. Know what they like or dislike, and what information they can use. Make it personal and help them. Get to know them and deliver what they like and you can keep them tuning in, no matter how much other free content there is out there.