When a methodology is new, there are certain rules of thumb for making it work, exercising caution and being ready to pivot at any moment. When that tactic grows in popularity and hype, a new set of best practices takes over, with leaders having to look through the frenzied media reports and find the real kernel of value within. Then, once a once-fresh strategy has become an industry standard, there is another challenge to approach - how to stay on top of a field that everyone is part of. Content production has run along this route over the past half-decade, demanding that organizations let their digital efforts suit the climate at every turn.
Fatigue is setting in
There is now content on every topic imaginable. Marketing Land contributor Steve Dille recently offered up a warning that this abundance is a challenge that companies will have to overcome. He noted that Sturgeon's Law is taking effect, with huge amounts of material being generated, but nine-tenths of it not being any use to anyone. Dille also gave the compelling example of channel surfing on a TV with a huge variety of channels. Too much media can have a stupefying effect, making everything seem uninteresting. Fortunately, the author also gave some hints about how to stand out in this potentially hostile environment.
Dille noted, as many other have before him, that treating the reader as the center of the content marketing universe is a major point that can transform efforts to make a particular resource visible in a field stocked with them. He pointed out that items not actually resolving viewer issues are simply "spam," something they don't want to deal with. Dille also recommended making an environment that works together across channels. Items should complement one another and all play into a high-level plan to educate the audience. This is a key to building a brand in the digital world.
There is also something to be said for taking an analytical approach to previous releases. Dille called for close auditing and testing of messages to see what exactly viewers are interested in. Making assumptions before publishing can only go so far. Fearlessly testing those suppositions and applying the data to the next wave of documents might be what turns a company into a go-to resource for viewers. One of the most potentially important variables to examine is mobile compatibility, as Dille also mentioned that the handheld device revolution has been one of the engines driving content's rise.
Helpful mobile answers
That desire for mobile interaction may only become more significant as time passes. ClickZ contributor Mathew Sweezey recently tackled questions of mobile content marketing and noted that this approach may not have the traction it deserves in the B2B space. He recommended changes such as responsive landing page design to ensure the bond between browsing buyers and the companies eager to serve them is closer. He presented Radicati Group, LinkedIn and Savings.com research to underline the mobile imperative, stating that mobility is becoming a default way to interact with the Internet across disciplines, though not all B2B marketers believe so yet.