Add to that the disappearance of third-party cookies and you can conclude that the elusiveness of customers is greater than ever before. How can we move from this short term chaos to long term growth? The answer: with content marketing! But in the right way…
Content, content and more content. Content marketing is (and remains) the way to reach and retain customers for a longer period of time. Especially now that third party targeting is disappearing. Am I kicking in an open door? Maybe. But would you believe me if I said that only a small part (one fifth) of all produced content accounts for a large part (80%) of the turnover? Or that 91% of all content does not generate any traffic from Google? No definitely… Yet it is so! Mårten Bokedal of Optimizely stated during his trend session on Emerce Digital Marketing Live
There is a need of reducing
By this he efers to the amount of content that we produce together on a daily basis. More is not always better . It’s time to go back to basics. Back to the authentic content. Content with a story. Daring to deviate from the crowd and really stay close to yourself. The more effective the investment, the higher the return.
This is one of the important topics Engineering Directors Email Lists that caught my eye during Emerce Digital Marketing Live . Still, I agree with Kim Pot who states in her article that you can’t really call this a trend anymore. It should be the norm, the basic principle. But for many organizations it is not yet, so I see a need to keep naming it.
In addition to the large amount of content we create, we also too often make choices based on our gut feeling or HiPPO’s (Highest Paid Person’s Opinion) instead of data. This topic was also discussed extensively at the event. I was there and in this article I share the most important insights that struck me.
The power of imperfection
Ron Simpson of The Avocado Show got me thinking during his knowledge session. He said that porn, cat videos and memes are the three most viewed things on the internet. Three things that score through imperfection. “Then why are we all trying to play Hollywood? Why do we try to make the best trailers, videos and photos, when the most viewed content on earth is low resolution content?”, says Ron.