The phenomenon of consumer deafness towards advertising has forced brands to look for alternative ways to interact with the audience. Content marketing has become one of the most effective tools for overcoming people's immunity to commercial messages. The essence of this approach is as follows: brands create useful content for consumers, attracting potential customers with it. The practical value, informativeness and expertise of reviews, articles, videos, white papers and other types of content helps the audience not to notice the advertising component that is present in the branded content to one degree or another.
However, in recent years, brands have again faced the deafness of the audience to commercial messages. This time, consumers are less likely to notice branded content, despite its practical value and expertise. The fact is that content marketing is becoming too popular. First of all it concerns the English segment of the Internet. However, in runet business also increasingly relies on quality content.
The following situation leads to the development of deafness to the content. Companies literally overwhelm consumers with practical, informative and relevant materials. The audience already simply does not notice the quality articles published on the websites of brands. And this is at best. Some Internet users unsubscribe from newsletters, no longer follow the updates of blogs, leave the community of brands on social networks.
Faced with declining popularity of content, companies are increasing investments in content marketing. They strive to create better materials, so they hire the best specialists and learn to produce different types of content. The most successful content marketing brands even compete with classic media. However, other brands are also not asleep, increasing their own content-marketing muscles. Naturally, the audience becomes more demanding and less receptive to the content.
Does this mean that content marketing is losing its relevance as a tool for business promotion? How can content marketers overcome the deafness of the audience now to quality content? How to attract the attention of consumers in conditions of increasing information noise? Look for the answers to these questions below.
Content marketing will remain relevant
Content marketing will remain a relevant way to promote a business even in the face of information noise and increased competition. This is due to the ever-growing need for information in the audience. With this paradox you just have to accept: on the one hand, consumers need more and more volumes of useful information, but on the other hand they do not notice them or even actively defend themselves against the intrusion of brands into their information space.
Brands will also have to accept the fact that the publication of even super-quality and superexpertny content in itself will not bring success. Companies will have to take certain actions to interest the audience and draw its attention to the publications. Actually, brands need to learn content marketing or content marketing 2.0. In other words, companies will be able to promote their product with the help of content, if they learn to promote the content itself.
How to achieve this in practice?
1. Do what you can do best
This is the easiest way to avoid exhausting competition and keep attention to your brand. Determine what type of content you can do best. Consider the popularity of publications, audience reviews, positions in search results. For example, if articles and reviews automatically “fly away” to the top of the issue and are replicated on social networks and the blogosphere, it means that they have become the fad of your brand. And if the popularity of your videos is envied by the makers of the Comedy Club, focus on creating a marketing video.
Gradually, the audience will begin to perceive your best content as a brand business card. You can emphasize the uniqueness of your publications by choosing a core theme. For example, it makes sense for the children's medical center to publish materials about raising a healthy child, and the bank can focus on educating clients about financial literacy.
As an example, pay attention to the content-marketing strategy of the factory of commercial furniture "Vika". Potential customers of this company can take advantage of specialized reviews devoted to the equipment of outlets with the help of various types of furniture. Sorry for another paradox, but Wiki content is addressed to the widest possible audience in a strictly limited niche. Factory reviews are intended for owners and managers of trading enterprises selling everything except food.
The audience knows what content can be found on the Wiki website. Moreover, she gradually learns to perceive this resource as one of the most authoritative sources of specialized information. Therefore, the probability of the formation of deafness to the content of "Wiki" among the target audience is relatively low.
2. Do not help competitors with their own passivity.
Remember what you pay attention to when you first visit a blog? Most Internet users assess the quality of the content and the frequency of updating the resource. People do not like resources that are updated rarely and irregularly.
Typically, the audience does not specifically monitor the frequency of publication of content on resources known to her. However, it is worth a blogger or brand to pause as traffic falls. If the pause drags on, the resource owner risks seeing his key followers on competing sites.
So, the editorial calendar is one of the effective tools for overcoming deafness. Create it immediately if you have not already done so. Prefer long-term planning, so that your copywriters, editors and designers do not work in the mode of driven horses. Expand your own editorial staff or contact external performers - do everything to avoid silence on the air. Remember, only regular content publishing allows you to form your own audience and expand it.
3. Surprise the audience
Remember that advertisers did when almost all sites were filled with advertising banners of all stripes? They began to increase the size of banners. The ads became so big that even consumers with advertising blindness could not help but notice them. By the way, did you notice that you reduce the volume of the TV when your favorite movie or sports program is interrupted by an ad unit? Yes, marketers literally embraced the term "advertising deafness" and are fighting it in an appropriate way.
Content marketers also need to do something to increase the visibility of publications. Is your audience accustomed to the standard email newsletter? Include a non-standard element in the next letter, for example, gif-animation. Do customers sluggishly react to articles and reviews? Surprise them with an infographic, video or presentation.
Of course, the focus of the content campaign must be maintained. If you are the best at writing articles, do it. However, it is sometimes useful to break the audience’s expectations and offer something unusual.
For example, a British clothing retailer Boden surprised the audience this summer. When the heir appeared in the royal family, the brand sent a letter to subscribers inviting to visit a microsite dedicated to this important event for all Britons. Boden's customers were given the opportunity to give advice on caring for baby Kate Middleton and Prince William. In addition, the retailer played a cash prize among subscribers who guessed the name of the newborn.
In order to overcome the insensitivity of the audience to the content, you will need creativity. Try to expand the boundaries and capabilities of each content channel. Surprise potential customers. Publish content regularly. Become the most authoritative source of specific information in your niche. This will protect your marketing campaigns from consumer deafness to content.
And how does your company stand out from the crowd in terms of information noise?
Adapt material 3 Ways to Combat Branded Content “Blindness” in Your Audience by Tessa Wegert.