Content Marketing Blog mint

Content Marketing Blog

Zzz…Stop the Content Fatigue!

Craft a Plan and Create Quality Content to Wake Up Your Audience

Do you watch talent shows on television? You’ve heard the panel of judges ask a contestant, “What are you doing this week to take it to the next level?” The camera pans to the singer or dancer whose face often reflects the stress of the challenge. The performance may include strobe lights, backup dancers, or pyrotechnics. It's big and bright, but can you remember the song the next day? Did it stand out from any of the dozen other 'big' performances? Unfortunately, the answer is probably 'no,' since the performances seem blurringly alike in your memory. If you're lucky, one of the performances was memorable, perhaps because it resonated with you in some way.

Our talent show example illustrates a growing challenge for digital marketers: content fatigue. We won't recount the amount of content posted each day. You know it's in the millions.  Searches are in the billions. Web traffic speeds are supersonic, and skim reading has become the new normal. What can a digital marketer do to stand out and create a meaningful connection with content? (Hint: the answer isn’t more content).

Why a Content Strategy is Vital to Avoiding Content Fatigue

A content strategy is a North Star that guides what you write, the format you use, and where you publish. When you take the time to develop a content strategy, you’ll outline the areas that are essential to connecting with your audience, including:

  • Your audience profiles and decision stages. Building personas into your strategy helps you create useful content. You'll know what your audiences like, their pain points, and how they make decisions. You'll also understand how they talk about your product or service, and importantly, how you can address their problems.  Identifying critical decision points enables you to develop resources that will support your audience along their path to purchase.
  • Your content objectives and your points of difference.  Do you want to increase awareness of your business? Increase loyalty among existing customers?  Illustrate how your product or service makes life better? Each of those objectives directs you to a different content message and format. Folding your brand positioning into your content to communicate how your solution is better than competitors will give uniquely meaningful information to your audience.
  • Your topic areas, and how (and where) to talk about them. Your audience research will give you insights into the topics about your product or service that will be most relevant to your audience. Your research will identify the keywords to include in your content for SEO purposes. You’ll know the channels and platforms your audiences use to find information and can tailor your content to fit LinkedIn, Facebook, Twitter, or Instagram.  Remember, you can also demonstrate your expertise by extending your content to areas related to your business. If you're selling financial services, for example, you can update your audience about topics affecting their financial health, such as 'saving for retirement,' 'when to downsize,' or 'traveling on a budget.'

Quality Content: Less IS More

Throwing content at your audience every day to get a response is like throwing spaghetti on a wall to test its 'doneness'. You expend a lot of energy, waste some spaghetti, and have no real confidence that your audience will like the results.

Fortunately, your content strategy does more than guide your messaging. It will also establish the right frequency for interacting with your audiences.  When you craft a 'meaty' article brimming with useful insights or develop a vibrant, fact-based infographic that increases understanding, your audience will respond favorably to your post. Importantly, when your outreach efforts consistently add value, you won’t be one of the 25+ unwanted daily content posts.  Your audience will be more likely to click on your news and look forward to hearing from you again.  Your online credibility (and your audience) will grow when you provide quality content either on your own or by partnering with a content agency.

Need support as you develop your content strategy? The team at MintCopy, a leading global content agency headquartered in Mississauga, Canada, can help. We’ll work with you to develop an approach that delivers the results you need to reach your business goals. If you’re looking for creative ideas, our professional copywriters will produce the high quality, SEO-friendly content you need to get noticed online.

Use our online form to reach us. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with content marketing trends.

Share


Recent Posts

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.

Sheetal Pinto - 4/21/2022 06:00

One of the toughest things about creating content is coming up with ideas. You can research keywords all day long, but if you can’t come up with topics around those keywords, your content may fall flat. If your in-house copywriter is struggling to keep up with a content calendar, you might be thinking about working with a content agency. Use these questions to prepare for a meeting with the project manager or as starting points to create your own content. 

Sheetal Pinto - 4/7/2022 05:54

There just isn't a 'softer' way to say this; it's bad. Duplicate content, as defined by Google, “refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.” Google highly recommends avoiding duplicate content. The key reason is that the ranking of the page on search engine results may suffer. This means, your audiences will not find your content, and when they do, they are unlikely to consider it useful. Understanding how Google handles duplicate content can help you elevate user experience and create a better content marketing plan.

Sheetal Pinto - 3/24/2022 06:00

Modern customer expectations have dramatically changed over the past few years. Although the pandemic certainly influenced customer behaviour in many ways, customers were already trending towards transparency and social responsibility from the companies they patronized. Creating content that shares your values and mission can bring your audience together to support your brand. Here are some ways to create connections to your audience through content marketing.