Thirsty. I think this is the best word to describe the internet.
Brands and users alike are thirsty: thirsty for more content, thirsty to get to a wider audience, thirsty to consume content that doesn’t mess with users’ decreasing attention span.
Noise. A good word to describe the result of this thirst.
Whether you are a big or small brand, I am sure that by now you have been trying to publish a LOT of content with the ultimate goal of forcing your way through the noise of others.
Which takes me back to one of Shakespeare’s works entitled “Much Ado About Nothing”. Except I’d rebrand the title under “Much Noise For Nothing”.
With so much content being produced, you can easily be distracted into thinking that you have to publish more in order to be seen. This leads to the creation of gargantuan publishing schedules that you often can’t keep up to.
Don’t get me wrong: depending on the brand, the size of the business and the marketing team who works on your digital marketing plan, a gargantuan plan may as well be the strive to post one piece of content a day.
To an outsider it might seem that coming up with a marketing schedule is easy-peasy. But add to the equation your boss’s love to see their brand hailed, your manager’s affection for graphics, your team leader’s affinity for variety (video, white papers, blogs, graphics, podcasts and what not). Now imagine yourself in a room with all these people, each of them asking you to create content in innumerable formats, as often as possible.
One solution may be to make it clear to the team that gaining traction with digital marketing can sometimes take you years.
Especially if you are working in a small team (read “one-man-army”) and on a tight budget.
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