How to Create Engagement in a World of Content Fatigue by Affiliate Marketing Buzz
How to Create Engagement in a World of Content Fatigue https://www.affiliatemarketingbuzz.com/how-to-create-engagement-in-a-world-of-content-fatigue/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-create-engagement-in-a-world-of-content-fatigue Your team is publishing more content across all marketing channels than ever before, but are you seeing diminishing results from this digital confetti? You may be suffering from content fatigue. Social media is more difficult than ever before to get attention, engage users, and attribute revenue. It’s not impossible, but it is difficult to achieve these tasks. This article will cover the reasons why content fatigue is on the rise and how to combat it. It also includes a seven-step method for creating a ROI-driven campaign. Listen to the webinar hosted Darryl Praill, CMO of Agorapulse. This article summarizes the... Your team is publishing more content across all marketing channels than ever before, but are you seeing diminishing results from this digital confetti? You may be suffering from content fatigue. Social media is more difficult than ever before to get attention, engage users, and attribute revenue. It’s not impossible, but it is difficult to achieve these tasks. This article will cover the reasons why content fatigue is on the rise and how to combat it. It also includes a seven-step method for creating a ROI-driven campaign. Listen to the webinar hosted Darryl Praill, CMO of Agorapulse. This article summarizes the insights from The Battle for Attention – Engagement in a Content Fatigued World. It includes takeaways by panelists Robert Rose, and Ardath Aldee. What is content fatigue and why should marketers care? When your audience feels overwhelmed by the amount of content they see on their favorite channels, it is called “content fatigue”. They become tired and overwhelmed and end up ignoring or blocking out most of the content on social media, emails, videos, blogs, etc. Content fatigue can be seen by marketers as a decrease in engagement or negative feedback. It can cause missed KPIs and metrics that have a significant impact on business. Content fatigue can be attributed to the audience’s shorter attention spans, and their growing interest in short form formats. The Content Marketing Institute (CMI) B2B Content Marketing report found that more than 50% of B2B marketing professionals said it was harder to grab the audience’s interest. It’s also a problem for marketing. CMI found that 67% marketing teams were asked to do more work with the same resources. The teams are creating more content but it isn’t hitting the mark. Robert says that creating content is now “everyone’s job, and nobody’s strategic plan.” Yet, content must still drive revenue and meet key goals. Darryl believes that this disconnect is causing marketers to be hesitant and fearful. They’ve been forced to become video production companies or media production houses. On the other hand they don’t have the capacity or desire to be in front of the camera. Outsourcing content can result in disorganized results, which can lead to feelings of content fatigue or even cynicism. Ardath believes that marketing teams are under immense pressure to produce content across all channels. They never spend the time getting to know their customers. Ardath believes that “the problem” is relevancy, as audiences ignore content they don’t care about. Four ways to address content fatigue It’s not necessary to live with content fatigue. We’ll look at four solutions to this problem so that your team can maximize their efforts and deliver greater value. 1. Prioritize buyer personas Buyer personas are likely to be used by your marketing team when creating content for the target audience. Darryl says that many of these documents lack substance and are paper thin. Many of these documents are out-of-date. When was the latest time you updated audience research? You could be losing out on many opportunities to connect with customers if it has been longer than a week. If you haven’t updated your research, you are likely broadcasting a message that people don’t want to hear. You may be mistaken in thinking that content fatigue is actually irrelevance. The audience isn’t static. The audience is always changing. Consider them living organisms that change based on many factors, including the economy, current trends, marketing campaigns, and other factors. Ardath suggests that you do buyer research constantly. She stresses that...
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How to Create Engagement in a World of Content Fatigue https://www.affiliatemarketingbuzz.com/how-to-create-engagement-in-a-world-of-content-fatigue/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-create-engagement-in-a-world-of-content-fatigue Your team is publishing more content across all marketing channels than ever before, but are you seeing diminishing results from this digital confetti? You may be suffering from content fatigue. Social media is more difficult than ever before to get attention, engage users, and attribute revenue. It’s not impossible, but it is difficult to achieve these tasks. This article will cover the reasons why content fatigue is on the rise and how to combat it. It also includes a seven-step method for creating a ROI-driven campaign. Listen to the webinar hosted Darryl Praill, CMO of Agorapulse. This article summarizes the... Your team is publishing more content across all marketing channels than ever before, but are you seeing diminishing results from this digital confetti? You may be suffering from content fatigue. Social media is more difficult than ever before to get attention, engage users, and attribute revenue. It’s not impossible, but it is difficult to achieve these tasks. This article will cover the reasons why content fatigue is on the rise and how to combat it. It also includes a seven-step method for creating a ROI-driven campaign. Listen to the webinar hosted Darryl Praill, CMO of Agorapulse. This article summarizes the insights from The Battle for Attention – Engagement in a Content Fatigued World. It includes takeaways by panelists Robert Rose, and Ardath Aldee. What is content fatigue and why should marketers care? When your audience feels overwhelmed by the amount of content they see on their favorite channels, it is called “content fatigue”. They become tired and overwhelmed and end up ignoring or blocking out most of the content on social media, emails, videos, blogs, etc. Content fatigue can be seen by marketers as a decrease in engagement or negative feedback. It can cause missed KPIs and metrics that have a significant impact on business. Content fatigue can be attributed to the audience’s shorter attention spans, and their growing interest in short form formats. The Content Marketing Institute (CMI) B2B Content Marketing report found that more than 50% of B2B marketing professionals said it was harder to grab the audience’s interest. It’s also a problem for marketing. CMI found that 67% marketing teams were asked to do more work with the same resources. The teams are creating more content but it isn’t hitting the mark. Robert says that creating content is now “everyone’s job, and nobody’s strategic plan.” Yet, content must still drive revenue and meet key goals. Darryl believes that this disconnect is causing marketers to be hesitant and fearful. They’ve been forced to become video production companies or media production houses. On the other hand they don’t have the capacity or desire to be in front of the camera. Outsourcing content can result in disorganized results, which can lead to feelings of content fatigue or even cynicism. Ardath believes that marketing teams are under immense pressure to produce content across all channels. They never spend the time getting to know their customers. Ardath believes that “the problem” is relevancy, as audiences ignore content they don’t care about. Four ways to address content fatigue It’s not necessary to live with content fatigue. We’ll look at four solutions to this problem so that your team can maximize their efforts and deliver greater value. 1. Prioritize buyer personas Buyer personas are likely to be used by your marketing team when creating content for the target audience. Darryl says that many of these documents lack substance and are paper thin. Many of these documents are out-of-date. When was the latest time you updated audience research? You could be losing out on many opportunities to connect with customers if it has been longer than a week. If you haven’t updated your research, you are likely broadcasting a message that people don’t want to hear. You may be mistaken in thinking that content fatigue is actually irrelevance. The audience isn’t static. The audience is always changing. Consider them living organisms that change based on many factors, including the economy, current trends, marketing campaigns, and other factors. Ardath suggests that you do buyer research constantly. She stresses that...
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