Is Content Marketing Sustainable?

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Is Content Marketing Sustainable?

 

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Is content marketing sustainable?


 The answer is, “it depends.” The right strategy depends upon the nature of the content market and your position in it. For example:


  • If you are entering a saturated content market you need to look at creating radically different and exceptional content. Less is more when it comes to content production. Another “me too” list post will sink without trace. In our experience it is better to focus all of your promotion on a single day to become the story of the day rather than spread your promotion and amplification efforts over a period of time.


  • In a saturated market you need to discover specific niches or networks where content is still gaining traction. We can see many examples where average shares are declining overall but rising on a specific network such as LinkedIn for content that is business focused.


  • In a market experiencing Content Shock promotion and amplification is critical, including paid promotion. You may need to spend as much or more time on content promotion than on content creation.


  • If you are already a leader in a saturated area producing more content may be a viable strategy to effectively create Content Shock for your competitors. In a more recent post Mark correctly wrote that Content Shock isn’t the problem, it’s the solution.


  • By producing high quality, core evergreen content, and also regular content such as news, updates and practical tips, you provide less opportunity for new entrants who will struggle to gain attention. However, suddenly publishing significantly more content is likely to result in lower average engagement as it takes time to grow your audience.


I decided to look at many niches and industries and in essence found, as the volume of content published increases there is a fall in average engagement in terms of social sharing. For example, if we take a specific topic such as influencer marketing, we can see from the chart below that there has been a significant growth in articles about this topic over the last three years and that this has correlated with falling average shares of these articles on Twitter.

BONUS: Gain More Knowledge About Affiliate Marketing Right Here!

Declining content engagement as publication volumes increase over time appears to be a common pattern.


Generally this decline in engagement can be caused by different factors. For example, the volume of content being published across all social media eventually exceeds the amount of interest. Interest in a topic does not keep rising forever, it reaches a peak and starts to fall.


Look at Bitcoin for example the interest in the new form of currency has had an amazing rise but just yesterday it had it’s biggest fall since it inception of 150million.


bitcoin



We all as marketers tend to get on the latest band wagon, even past the point of effectiveness. Other reasons for decline in engagement could be:

  • People may not discover the posts as their feeds get inundated with content on a topic.
  • There is not enough time for people to read and review content, possibly not enough time to even scan the headlines in areas where 1,000 articles are published each week on a topic (like content marketing).
  • As marketers jump on a trend, poorer quality content is produced that people don’t wish to share.
  • People might only share the top articles on a topic, so an increase in content doesn’t lead to an increase in sharing for latecomers.


kid on laptop curious with words

However, there is good news, there are always new and emerging topics of interest. A key challenge for content marketers is to identify and create content for these new areas of interest and to build an audience before it becomes saturated with content.

Is content marketing sustainable? The answer is, “it depends.” The right strategy depends upon the nature of the content market and your position in it.


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For example:

  • If you are entering a saturated content market you need to look at creating radically different and exceptional content. Less is more when it comes to content production. Another “me too” list post will sink without trace. In our experience it is better to focus all of your promotion on a single day to become the story of the day rather than spread your promotion and amplification efforts over a period of time.


  • In a saturated market you need to discover specific niches or networks where content is still gaining traction. We can see many examples on certain social media platforms declining but rising on a specific network such as LinkedIn for content that is business focused.
critical linkedin


  • In a market experiencing Content Shock promotion and amplification is critical, including paid promotion. You may need to spend as much or more time on content promotion than on content creation.


  • What is content shock? Content shock is when there is an exponentially increased volume of content on a topic or industry than our limited human capacity to consume it. the interest wanes.


  • If you are already a leader in a saturated area producing more content may be a viable strategy to effectively create Content Shock for your competitors. Some people say, that if you produce more content and by producing high quality, core evergreen content, and also regular content such as news, updates and practical tips, you provide less opportunity for new entrants who will struggle to gain attention.


  • However, suddenly publishing significantly more content is likely to result in lower average engagement as it takes time to grow your audience.


The only sustainable long-term content strategy is to find an unsaturated niche and overwhelm the web with so much quality content that search engines discover only you (or mostly you). The strategy is this simple:

  1. Find an unsaturated niche.
  2. Consistently produce a volume of quality, helpful material aimed at a relevant audience (or persona).
  3. Never stop producing content so Google sees fresh results over time and the authority of your site grows.


competitive analysis


Dominating a niche early has extremely important long-term value because the search engines will continue to recognize and reward the authority your website accrues for a long time.


A key task for content marketers is to identify areas before they become saturated.


The good news is there are always new content areas and opportunities. These often stem from new technologies, research, and social and economic developments. If you are early in the content cycle you will want to focus on building your authority, reputation and trust quickly.


This means:

  1. Creating core evergreen content such as “what is” content.
  2. Creating unique, authoritative content based on research and evidence.
  3. Increasing your content cadence to keep your audience engaged and to provide less opportunity for new entrants while maintaining a certain level of quality.
  4. Content promotion is still important in an early stage market but less so than in a saturated market, hence you can spend more time on content creation than on promotion.

What is Content Cadence? Good content cadence helps the reader connect with WHO you are; it humanizes a brand, company, or business. In other words keep your content conversational, how you speak. This will keep your audience engaged.


attract


Understanding Your Content Market


There is no simple content strategy any more. The ideal strategy will depend on the stage of the content market and your position in that market. Ideally you will be spotting content opportunities early before they become saturated.


In saturated markets Content Shock means you need to produce exceptional content and focus heavily on content amplification.


Regardless of your business or topic, content marketing strategy must begin with an assessment of how Content Shock has affected your category.


Much of my research in this topic has been gathered by many different publications, but I have written this as I understand the situation with content marketing. You see, I have been a full time content Affiliate now for over 6 years.


In my mind the old cliché of “Content is King” is still my belief when it comes to being a very successful affiliate.


People in time can learn how to sell ice to the Eskimos, but selling is just a small part, you need to truly understand your audience and write quality content that they will return for again and again. Thus creating a very sustainable Affiliate business.


BONUS: Gain More Knowledge About Affiliate Marketing Right Here!

Now that I’ve discussed my ​Content Marketing Sustainability, I’d love to hear what you may have discovered about ​Content Marketing that isn’t widely known.


A good lot of my new subscribers, are complete novices to the world of affiliate marketing.


All knowledge from a basic level to an advanced level is going to further assist them in their journey’s to become successful affiliate marketers.


I guarantee that you will come across more ​Content Strategies online as you further and expand your research and knowledge base in this area.


This topic isn’t foreign to online marketers.


This short article is here to assist you not making any ​Content Strategy mistakes that I’ve made.


With this article, Affiliate Mastery Institute is hoping you remain better educated and up to date in today's growing online communities.


I want you to learn from me, and my mistakes.


Affiliate Mastery Institute, doesn’t want you learning the ‘hard way’.


We hope you've been able to learn more from ​Content Marketing Sustainability article today.


Until next time,
Warmly,
Judi and her team
Affiliate Mastery Institute ©


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