Content fatigue is real, but it doesn’t mean that content marketing is no longer working. On the contrary, consumers today are as receptive as ever to personalised advice and information. It’s the irrelevant, generic content that goes under the radar. By backing up your strategy with data, you are 2X times more likely to connect with your prospects and win over their attention, and ultimately their business.
Content fatigue isn’t a new term in the industry, it has been regularly re-surging since 2015 as customers’ attention continues to become an ever-scarce commodity.
The average adult already spends 5.9 hours per day engaging with digital media, but they still don’t have enough time to browse and engage with every piece of content heading their way. And yet, last year 57% of B2C marketers plan to ramp up their content marketing budgets compared to the previous year. This means even more competition for prospects’ attention online.
A wide generic content strategy, won’t land you the big fish. Instead, you need to think about creating granular content to capture different audience segments. This is where customer avatars can play a powerful role to help you dive deep into your customers’ needs to deliver exactly what they want.
UNDERSTAND YOUR CUSTOMERS!
“Content that resonates” may sound like another overused industry buzzword but to capture and sustain your audience’s interest, you need to understand who you are speaking to. Users come to your website with different intentions – to browse, compare deals, receive information and so on. By giving them content that speaks to their at-the-moment need, you gain a firmer ground for further interactions.
- Personalised content curation. Personalised newsletters etc. based on either personal or editorial relevance.
- Group-based automatic content curation. Content is curated based on certain interest groups – for instance, users from specific geography.
- Topic-based automatic content curation. Custom content lists and newsletters can be generated by specific topic, depending on the users’ known preferences.
- Context-based automatic content curation. Recommending articles that fit into expected commute time.
The response from their readers was overwhelmingly positive. 84% of beta testers said that the new product added value to them. Among the top benefits, readers further reported quick access to new content, easier discoverability, attractive design and the overall feeling of being better informed.
*References from Chris Pitt is head of marketing at Vertical Leap“