As we have started spending even more and more time on our laptops and mobile phones, we consume almost as much passive content from social media as we breathe. As of 2020, an average person consumes about 145 minutes of content daily on Social Media. That’s insane. And that is why, content marketing is one of the most sought for strategies out there today.
Let’s back it up. After the recovery from the dot com bust, every company (eventually) wanted a website and especially a blog. This was due to Google. More and more people started Googling things, looking for answers. From where to have dinner to who sells printers. And so everyone thought blogs would increase their chance of being search-friendly. Well, they were right.
But a lot has changed since then. While there were some thousands of blogs back then, today almost half a billion, read that again - half a billion! - 500,000,000 blog posts are posted every week on the internet. Must say, it appears to be easier getting into Harvard than optimizing SEO to be ranked first. Don’t be discouraged though. We’ve got your back, Jack!
Then came along facebook and the big rise of social media. Blogs eventually converted to facebook posts. Merely creating content was not the smartest thing to do. So brands started focussing on quality content and niche content to attract their potential customers or just as a broader branding effort. Then again, the internet became faster and accessible, paving way for more social media apps.
With more and more social media apps propping up, the audiences have been widely divided. This is primarily because each social media is designed in a specific manner to push or promote certain types of content. And that is not homogenous. Say the same blog which was being converted into a facebook or instagram post with a great cover picture, is no longer viable.
It is particularly difficult for smaller and medium scale brands and businesses that do not want to open yet another content department just to win the digital war online. It is way too expensive and time taking. Plus, there is no guarantee it will work.
The way to win this attention war is that we are looking at the past to make our strategy and not the future. Gary Veynerchuk, CEO of Vaynermedia, opened a wine library (an e-commerce store to sell wine) when google ads weren't even known to many. He saw that this was going to be a future and capitalized on the opportunity. And hence he won. Today he works with some of the biggest brands in the world to craft content strategy for them.
The problem today is that one person or brand might be hailed in one platform but the audience of the other platforms might be completely unaware of him or her. Take Elon Musk for example. He can move markets with his tweets, stir up major debates and well, just crack us up on congressmen. But the only way a person on Instagram finds that out, is when a fan page or someone else picks up that tweet and posts it out there.
Obviously, Musk is a lucky guy that his tweets somehow make it through to….well, everywhere. You as a marketing strategist or an entrepreneur, cannot rely on this. With so much content being posted everywhere, you cannot miss any chance you get to be there right in front of your audience. And that is where the future of content is headed.
You think I’m bluffing?
To give you perspective why this is important, here are some hard facts. A normal consumer researches about the brand or product about 7 times before becoming familiar or comfortable with a particular brand name that they might eventually buy from. Imagine that, 7 times you need to catch their attention and add value in order for them to trust you.
On top of it, customers who can find your presence on all or most of the social media platforms they use, makes them feel that the brand is more approachable and must have better customer service.
Now, how do we crack this little code?
One size does not fit all. After quantity and quality, the future of content focusses different avatars of content. Today the most futuristic strategy to adopt is to start recycling or repurposing your content. Instead of building a lot of individual content for each platform separately, you decide and research on a single broader topic.
You can then convert that quality piece of work into different forms and shapes, molded according to each platform respectively. And then disperse it in a blink. Recycling and distribution, that is the key to take the lead in the future.
This gives you the agility to post more quality content, faster and consistently. And it helps you interact with your audience and build communities across platforms without turning your business into a content marketing agency.
Repurposing content has many benefits which, when combined with a good distribution strategy can easily make your brand more search-friendly, shareable, engaging, and trustworthy in the growing digital era.
With the metaverse around the corner, there will be more places to compete for attention. How would you cope up then? Content marketing is as much about the strategy as much as it is about the quality and quantity of it. And if you can smartly create and recreate your content, Voila! You have the genie in your bottle.
So are you the one who looks at the future or the past?