By Alan Graner
The content tsunami
Seems like everybody has the content bug. After all, content is king.
And you, Mr. and Ms. Marketer, are jumping on the bandwagon.
As a result, we have a never-ending flood of articles and blogs and posts and tweets and whitepapers and websites and on and on and on.
Just how much King Content are we creating? Strange you should ask.
Every minute of every day there are:
- 41,000 Facebook posts
- 278,000 Tweets
- 204,000,000 emails
- 347 new blog posts
- 92,000+ articles posted
Source: Mail Online
And here’s the scary part:
According to the 80-20 Rule, 80% of that content is drivel. Rubbish. A waste of time.
Despite the onslaught of crappy content, marketers soldier on
The Interactive Advertising Bureau (IAB), which published B2B Content Marketing 2014: Benchmarks, Budgets, and Trends—North America, noted:
- 93% of B2B marketers use content marketing.
- Only 42% of them claim they’re effective at content marketing.
- 73% of B2B content marketers produce more content than a year ago.
- 75.3% of marketers intend to increase content output by at least 15%.
- 70.4% of marketers that produce more content than the competition plan to increase their output even more.
- 70% who are satisfied with their content plan to create even more.
- 86.8% of marketers unhappy with the quality of their content plan to increase output regardless.
The message is clear: Why churn out claptrap when you can churn out even more claptrap?
The answer isn’t more content, it’s better content.
Less is more.
Do yourself a favor. Before you embark on the Great Content Crusade, make an honest evaluation: How may quality articles, blogs or posts can you produce each week?
That’s the amount of content you should publish.
If it’s only one blog, so be it. It’s better to be linked to one quality piece of content than five or 10 or 20 mediocre pieces.
If you can’t produce quality content yourself, then hire someone who can.
(Warning: shameless plug.)
How good is your content?
Image: Tobin Copley via Flickr®
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.