Content – our bloated king who peaked too early (or right on time)

Content – our bloated king who peaked too early (or right on time)

Once revered, the king is more loudmouth than leader, and delivers incoherent messages. His clothes (or lack thereof) no longer provide shock value – unless promoted with a clickbait headline that will most surely disappoint.

Some say that context is the queen, and with this I agree, she truly is the voice of reason to this gone-mad king.

Peak content – ever heard of it? No? Then I’ll give the short version; for an in-depth description, be sure to read this thought-provoking Peak Content post.

We can still see articles that rehash the same headlines over and over. Deeply considered reflections that no doubt started with the planting of a unique, probably witty seed. The end result though, more often than not, evolves into a highly optimised much of a muchness. As Erica Berger defines it, reaching peak content signifies, much like peak oil, that we’ve maxed out on this high-fidelity golden age of content production – and consumption.

It’s not a bad idea to zoom out for the bigger picture first.

What is the bigger picture then?

Often, the content being produced by companies tries to create messages lauding their products or services from a one-sided perspective – not to mention forgetting to include their strongest ambassadors or community. An article/ blog post written by an ambassador carries so much more weight in terms of credibility and context than any self-produced piece. A prime example lies in case studies with testimonials. Here, you gain a golden opportunity to collaborate with the consumer market, to highlight the actual benefits of your product. You can then tie them into real to-the-point examples. This is the type of content that provides great value – and gives a potential buyer a glimpse into your product.

Usually you’re mostly aware of the discussions going on surrounding your market in the first line. But the golden nuggets are usually hidden in the next layer.

Gathering and structuring social data always comes down to context. Even if you’ve got systems gathering all your data, insights slip through the cracks if you can’t find the time to put all of this into the right context. It can range from crucial information regarding intent of purchase or your competitors, as well as topics surrounding your market that you might be unaware of. This comes down to both having the tools and developing the skills to filter the right things for your content strategy – and making sure you don’t overdo it by producing content for content’s sake. If you do, this rat race will be the worst digital ROI effort you’ll spend time and money on. And you’re continuing spamming the web as well, ending up with a kingdom of one; namely you.

Digital marketers are pros at distilling target audiences, but what about the users who latch on thanks to marketing efforts? Investing time in defining your audience – and what they’re saying – pays off in the end. If nothing else, looking at what fans and challengers comment on deepens your insight into what puts the fire in their bellies. And then, once again, we’re back to content – in other words, sending and curating relevant messages and inbound marketing about ideas, and topics your customers already share a common interest in, via relevant channels.


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