There’s no doubt the war on bad content will never be won. As long as content needs to be made – some people will do it poorly. But rest assured there’s a democracy to it, and the bad stuff isn’t going to be successful. Now, more than ever good branded content will be rewarded.
Why – you might ask? Well….
Ad blocking is making paid harder
Programmatic was supposed to save the day. A fully automated way to serve up timely ads to people when they showed interest in your products. It would save you time and effort by learning and adapting. That is until someone runs an ad-blocker and renders your efforts useless. And in case you think only outliers are using ad-blcokers consider global usage jumped 41% from 2014 to 2015.
Algorithms are changing how we digest content
Instagram was the latest to do away with time-of-day newsfeeds and moved toward an algorithm based one that predicts what you want to see. While the ’secret sauce’ of the algorithm isn’t public, you can rest assured that content that’s popular and highly engaged with will surface more often than not.
Channels are engineered towards storytelling
When you look at the biggest content sources for millennial audiences right now Snapchat and YouTube are the two big standouts. And it’s no coincidence that both platforms centered around well threaded stories. The best Snapchatters and YouTubers are popular because of an absence of brands (on the contrary, it’s heavily branded) but because they tell well thoughtout and relevant content.
People’s attention is taxed
Everyone is competing for eyeballs across every channel and platform, online and off. So when you miss an opportunity to engage with your audience in a memorable way than you’re fading out of their consideration set and into obscurity. In a hyper competitive market place, can you afford that result?
Special, bonus fifth reason – it’s a waste of your money.
If you’re not seeing a return on your content investments through engagement, organic impressions or some other measurable way – than consider it a waste.
At this point you might be saying to yourself “This is all well and good, but how do I create good content?” Well – check back here later this week for the second part of this series or let us know if we can help.