Why Gaining Reach is Tough in 2019
Feeling like you just can’t make a dent…the hill has turned to Everest…up the creek with no paddle. Just a few of the comments we hear from marketers across a number of industries all. the. time. Especially as it relates to putting relevant, intentional content out to their audience.
There’s two main reasons here. 1. Content is expensive to create and 2. most companies don’t know how to run media to promote it.
Point.Blank. Here’s what this means.
Consumers want content. Valuable, relevant content. Businesses large and small know that content development isn’t wasted investment. They invested big time in 2018.
According to the “B2B Content Marketing 2019” Report from Content Marketing Institute and MarketingProfs, 58% of marketers reported spending more on content creation in 2018 than in 2017.
This means that if you’re not investing the same or more on content development, you’re losing market share by the minute. Content development has become so much more than just writing a blog post and publishing it on your blog. We’re consumers in 2019. That piece of content needs to SPEAK to us. Like we’re the only one who was meant to read it. 71% of buyers/readers say they were turned off by content that seems like a sales pitch. (Economist Group’s “Missing the Mark”)
That’s a hard pill to swallow for most marketers. Again, two main reasons. Budget and resources.
And here’s the other issue. Most marketers don’t have the tools or data readily available to tell you WHAT content to develop.
In 2018, only 39% of content marketers had a documented content marketing strategy. That number, however, jumped to 65% among top performing organizations. (CMI & MarketingProfs.)
That’s scary for both brands and consumers. Priority One. Get yourself a documented content marketing strategy that’s backed by data! This can be developed internally or with agencies like ours. Either way, you cannot move the needle with no plan.
Then, there’s media. The means to go above and beyond organic reach and inbound marketing methods.
Brands want marketing tactics to pay off like, yesterday. Most marketing budgets have a line item just for paid promotion of content that gets developed. How does that content get boosted? Where should it be promoted? We have a few suggestions here.
Once you’ve got your plan together and you know the content that’s most likely to be effective for you, start answering some of these questions with your team (source: Search Engine Watch)
- Which channels are the best performing acquisition channels?
- What’s the journey of our visitors to the site?
- What are the devices that our audience tends to consume content?
- What’s the best time to reach our audience?
- Which messaging works better to promote our content?
- What’s the ideal frequency in terms of content promotion?
Then you want to look at the channels that have yielded the best results in the past, both with organic content and paid content. Don’t just look at clicks and engagement rates, also look for conversions on every level — leads, subscribers, etc. If you don’t have data around this at all or are just getting started in content development strategies, we can help.
Let’s wrap up..
Remember this as it relates to content. It’s not about reaching as many people as you can. It’s about engagement. Reaching the right people, at the right time. Advertising your content is not just boosting a post. There’s an art that must take shape around your audience and your intention with that content. Niche content marketing will be extremely beneficial to your overall marketing strategies when done effectively.
If these issues sound all too familiar, we got you. Give us a shout. Your first consult with us is on the house.