This is the question I am asking myself. 2016 has been a tough one for me. I’ve always been about trying to make a difference organically, but I have seen the total number of visitors go down this year. In someways I feel like the newspaper industry. Subscriptions to newspapers continue to decrease and people are less likely to go to the newspaper for their first source of current news information. Facebook, Twitter and Linkedin news feeds and news shares are becoming the norm.
Many people have a content strategy of sharing other people’s articles as soon as the information is released. Some of these actions are moving more toward bots.
How can a marketer compete in this environment?
From my standpoint there are only one of two positions on this topic.
- You can simply try to incrementally change things like look closer at keywords, analytics, landing pages, mobile responsiveness.
- Make some massive changes – (See below)
Look at Content Marketing as Something Bigger It is more than just blogging. It is about creating a message that resonates with people and sharing it internally and externally through different channels.
Is content just written words? “No” – Content now includes images, text, audio, video, signage, communication, relationships, perception.
How will People find You? Your Company? Your Message?
This is a complete reversal of the message we heard just a few years ago. Many people told me I needed to know where my clients were with respect to social media platforms, trade shows and location. Today, I would flip this message and look more at “Who are my clients and How do I get their attention?”
A Total Redesign of Our Company Website
We had a lot of content on our site and in the past received a lot SEO juice. Today, SEO rules have changed and now the customer experience, U/X is critical. I am going through this challenging process right now. It is a hard, drawn out process and it will require a lot of planning and especially testing. This isn’t an incremental change. This is a complete and total change.
In addition, we are looking at application development in a whole new way that incorporates text, visual and audio. It is not about platforms anymore, it is about the experience.
Redefining Quality Content
We are in a transition and that transition is from creating content to creating an experience. Virtual reality is just around the corner. It is time to move on from content and migrate toward experience. When I look at content as evolving into experience, I begin to see a whole new direction and the future is much brighter. It is better to start building for the future, then to be constantly fixing pieces from the past.