How to Push your Content in the Saturated Online World
Photo: John Evans
Content. You could quite easily be forgiven for being well and truly sick of it. Ironic, given that that’s exactly what you are doing now, reading content.
Content, however continues to be both a costly and time consuming issue for most brokers irrespective of size and type.
Content has reached a saturation point and now a strange juxtaposition exists between the need to create and a personal desire to reduce. Reduce the amount of content we have to negate and increase the speed at which we can gain access to it.
Remember why you yourself once picked up a certain paper or publication?
The decline of the mobile web as a destination for news searches has brought the user experience on mobile devices to the top of the agenda.
Google has been, rightly, threatened by the migration of content to Facebook – as users are increasingly likely to find a news story as they browse though their feeds.
Google’s solution then – pages that load 4 times faster and use 10 times less data than traditional pages. Google’s AMP (Accelerated Mobile Pages) has been a project with the aim of speeding up the mobile web by changing how web pages are built and displayed. Since February AMP results have been starting to appear in Google search, appearing below the top stories section on the results page on mobile browsers.
Apple then reacted and launched its news app, back in September 2015, to replace the old newsstand feature on I0S devices. Initially trialed with large well known publications such as The New York Times and Bloomberg, today any publisher can publish onto this same stream.
The Apple News app has an estimated 40 million users and, with third party plugins available for WordPress and Drupal, this is a service suddenly available to bloggers all over the globe.
Facebook’s competitive solution has been instant articles. As of 12 April this year this program too will be open to publishers – of any size, anywhere in the world.
Instant articles were also built to solve to the specific problem of page loading times for customers viewing information on their phones.
Nobody has time to read ‘empty’, hard to comprehend information
An Instant Article is a HTML5 document optimised for fast mobile performance, rich storytelling capabilities, branded design and customised visual display.
So it is becoming clear that ‘optimisation for publishers’ is set to become the vernacular of content marketing in 2016. The core three, Apple, Facebook and Google then, vying for content supremacy, within the mobile sector.
The financial implications surrounding content production then become more prevalent as everyone needs a journalist who can double as a social media manager, or a social media manager who’s a journalist?
The question of content is not one that is going to vanish overnight, even given the increasing weight being given to video content. All this before finding for the time to produce this new, super, content.
The daily vernacular that now exists around ‘content’ becomes more diluted daily as everyone tries to find a new way to say, ’know your customer’.
But content is marketing and it will always come back to having strong marketing strategies.
Nobody has time to read ‘empty’, hard to comprehend information, to struggle though wordy text only to be left wondering why they bothered in the first place?
If you want someone to read your content and, more importantly, share it, you had better be sure that its something your chosen demographic wants to or needs to know about.
Remember why you yourself once picked up a certain paper or publication? Its more than likely that there was an emotional reasoning behind it.
If you can tap into that emotional side of a users psyche, you will often gain greater retention of said person. And this has to be the goal – to be on your customers’ radar regularly by being added to their RSS feeds on their phones.
Key points to remember
– Know your potential customer/client – bring them to life, where do they eat, shop, work – what motivates them?
– Know your brands personality – if you don’t establishing a tone will be hard.
– Don’t go on ‘gut’ instincts – remember to test your assumptions or risk losing that person from future conversations.
– Test your readability and make sure your chosen tone is a true refection of your brand, otherwise you are practically fighting yourself.
– Know your competition
If this all sounds familiar, that’s because it should. This information should have helped form your marketing plan.
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