When you publish content online you are competing with the most attractive, most powerful content, humankind has ever thought up. Stop thinking you are competing only within your niche….
You are also competing with:
- Angry Birds
- World of Warcraft
- Plants Vs Zombies
- and last but not least, Kim Kardashian’s Ass
The point is, don’t only consider the very small space that is your target website niche. Any niche is small compared to all the content that people are bombarded daily with and all this content is competing for the attention of your target. More content than a target may be interested in is being produced each day, this is what you are competing with when creating content.
When I was growing up – it was not that different to this Hovis advert – we had three TV channels to choose from, and to buy a newspaper, book or magazine you actually had to go outside and visit the shop, facing the problems of actually having to interact with people.
Effort and energy on the part of the reader had to be expended to be exposed to the content they wanted, this may have meant having to be in front of the TV at a specific time, or walk into town to buy the latest 2000AD.
Content creators back then (were not called “content creators”) had a lot less to compete with. The effort of publishing and actually getting the content in front of your target in the form of a magazine or TV program was usually enough. You didn’t really need to think about marketing that content like you do now, because the barrier to shipping was huge.
Now the barrier to shipping is a few mouse clicks.
To get traffic to a website you simply need to curate a blog post around Kim Kardashian’s Ass. Not that I am recommending that, but I want to highlight how easy it is to create content that people will be interested in and that TV, Tablets, Movies, etc. are also competing for the attention of your target.
90% of your content is useless. I make this claim after years of looking at clients and prospective clients websites and being asked to provide content marketing consultation. Most content is created by dead eyed copywriters, chained to the desk between 9 – 5, who care little about the words flowing from their keyboard and more about hitting the required word count.
Most content is without:
Most content does not have a chance, even if you only compare it with the daily output within that particular website’s niche, let alone competing with all the other great content attracting your target audience.
Beware those who say, “content is king”. They just don’t understand the space.
That was great in a time where Kings were rare, nowadays the Kings outnumber the peasants.
The solution is to have a Content Marketing Strategy.
It’s a fancy term isn’t it, one that is designed to wow and impress. What it means is that all your content shares one specific aim, which is tied up with your business model, your brand strategy and all sorts of other management speak guff. It’s something that goes down to the bones of what your business is about.
I know this kind of stuff is hard for a lot of website owners and business people to get their head around, I go through this each time I consult with clients on this matter.
It’s all about the Strategic Plan and using a combined forces mentality to build a machine that will compete with the posterior of any reality TV show star.
In a future post I will detail what a strategic content plan should look like.