Content in the Age of Saturation

During last week’s “The Future of Social” conference, Mark Boothe, Adobe’s social media head, got our attention: “Social media is the demise of content.” He pointed out that 70% of content created by B2B companies goes effectively unread and unused – meaning that, despite what we’ve all been told, content may not be king after all.

We live in an era of overwhelming content: YouTube users upload 300 hours of videos every minute, over 15 million text messages are sent during that same minute, and over two million news articles are published every day. Standing out amongst all this noise is no easy task, nor is assessing the true reach and impact of produced content.

Boothe’s discussion boiled down to three key factors that should be kept in mind by anyone creating content for social media:

Distribution of content between paid, organic and earned media

Distribution: The combination of paid and organic content should be utilized through the entire marketing funnel, even more so now that we’ve discovered that the funnel is no longer “linear” but based on “intent”, as Google described it. Influencers – not necessarily the Kardashians, but relevant personalities in your clients’ fields – are also vital elements of a proper distribution strategy combining earned, paid, and owned media.

Measurement focuses on value

Measurement: As Boothe put it, “friends don’t let friends use impressions as a success metric”. There are several ways to monetize your goals with common tools such as Google Analytics. Assigning values to real conversions might help you or your clients to better understand a campaign’s success through more meaningful data.

Relevant content is informative and entertaining

Relevant: In the Age of the Individual, asking questions like “what makes your content unique?” or “what does your audience care about?” is not enough. Marketers need to make content not only informative but also entertaining for readers to consume. Relevance and being relevant is more important than originality.

Content can still be king in the end – but as they say, “heavy lies the crown”.

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