Trick or Trust: How Does Your Content Measure Up?

By Patti Podnar

janeb13 / Pixabay

I’m giving away my age here, but I remember when it was a big deal for a company to have a website — because that was “way cool” and resulted in a consensus that, “those guys get it, man.”

Fast forward a few decades, and, if a company doesn’t have a website, people think they’re a fly-by-night scammer and klick away as fast as they can.

But it wasn’t long before all of those businesses that threw up a home page just to prove they were there realized all those websites could actually do something. Change happened fast after that, starting in 19991 when the National Science Foundation lifted the ban on conducting online business transactions. That led to the rise and fall of the dot.com industry, which eventually matured into a vast, trillion-dollar market that’s become an integral part of our purchasing habits:

What’s that got to do with content marketing?

When even “old school” businesses realize the potential of e-commerce, the race for attention heated up, and online marketing began its evolution from banner ads and popups to PPC and native ads. As consumers became increasingly aware of being marketed to (probably due to the inability to read a paragraph without another pop-up flashing in front of your eyes), things shifted once again. It was less of a “change” than an evolutionary leap….one of those “blinding glimpse of the obvious” scenarios where marketers everywhere realized that customers would be more likely to pay attention to “ads” that were helpful and/or entertaining — in other words, content marketing.

There’s no doubt that content marketing works — when people see it, that is. And that’s becoming harder every day. Take a look at these stats from Littlejack Marketing:

Every minute:

  • Email users send 204,000,000 messages
  • Google receives over 4,000,000 search queries
  • Blog writers post 1400 new blog posts
  • Facebook users share 2,460,000 pieces of content
  • Twitter users tweet 277,000 times
  • Amazon makes $83,000 in online sales
  • Tinder users swipe 416,667 times
  • Whats App users share 347,222 photos
  • Instagram users post 216,000 new photos
  • Pandora users listen to 61,141 hours of music
  • Apple users download 48,000 apps
  • Yelp users post 26,380 reviews
  • Skype users connect for 23,300 hours
  • Vine users share 8,333 videos
  • Pinterest users pin 3,472 images
  • Youtube users upload 72 hours of new video

Still wondering why it’s so hard to attract consumers’ attention?

The temptation to cross over to the Dark Side

Ask any parent: The more you ignore a pre-schooler trying to get your attention, the more insistent they become, ramping things up until somebody can’t take it anymore and caves.

We adults aren’t that different — especially when we only have so much money to spend on marketing and the c-suite folks are pacing outside our door — when they’re not breathing down our necks — wanting to see an increase in ROI. When the pressure’s on, it can be really tempting to stick a little pinky toe over the line. Maybe not even the whole pinky Go to the full article.

Source:: Business 2 Community

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