Let's start by defining what content marketing is:
Content Marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, vlogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
Getting noticed online is tougher than ever with so much fake news and poorly formed content being published every minute - there is even a term for it 'Content Shock' coined by Mark Schaefer. To put this into context every hour there are over 18 million status' updates, 3 million shared links and 8 million uploaded photos on Facebook alone! Information overload right!?
In 2011, if you did a great job with your content, audience, and engagement, the average brand could expect 26 percent organic reach on content posted on Facebook. Today that number is below 1 percent. Why? There’s simply too much stuff. Facebook explains that an average person could be exposed to more than 1,500 stories a day on the platform. That’s far too much content so they cut, cut, cut until it is a manageable news stream. Content Shock!
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Therefore producing good relevant, useful content is key to getting noticed and establishing an authority in a particular field. But it's just not that simple... in our experience we have found that there are several reasons why businesses publish poor content or sometimes no content at all:
Sharing is Caring
This is where sharing other people's content can be beneficial. Subsidising your content creation with other people's good, relevant content can take a weight off and also provide a better experience for your audience. They can consume all of your expertise and have the added value of other people's expertise too, because let's face it we can't be experts in everything!
This can help by giving you and your business an authority on particular topics, which in turn can increase your brand exposure. BONUS!
Successful Content Marketing is a balance between creating and sharing. Your strategy shouldn't just be all about you, neither should it be only sharing other people's content, as this won't help to generate trust and loyalty in your audience - and in case you needed reminding, customers don't buy from businesses they don't trust!
Poorly formed content can refer to anything from typos to poorly cropped images to bad taste newsjacking - Here are some of our favourite examples of what NOT to do