Recently, Harvard Business Review Group Publisher Joshua Macht called the blurred boundaries between advertising and editorial content “groundbreaking”. His point was that the popularity of ad blockers is causing companies to use editorial content to communicate their messaging. That’s not really new. We’ve been helping clients do that for the last 28 years. It’s just that more marketers are sitting up and paying attention now that they are faced with so much content clutter.
The issue of content clutter is very real. According to one report, every minute of every day:
- Google receives more than four million search queries
- Facebook users share about 2.5 million pieces of content
- Some 300,000 Twitter users send a tweet
That same report estimates that Internet users post more than five exabytes of content each year. I had to look that up. “Exa” means “one billion billion”.
Turns out, the same approach to product marketing that we first used with radio, then expanded into TV, print and digital media, remains the most effective. We weave marketing messages into client’s media stories … digital ads … videos … websites. When we create content, we do our best to ensure that we’re staying true to the primary value points clients want us to communicate.
That’s not always easy. While it seems technology becomes outdated faster than it takes milk to expire in your refrigerator, social media marketing moves even faster. Search engine parameters never stop changing. Emerging digital channels, each with unique writing and posting guidelines, replace the ones that were popular a few months earlier.
Good writing is no longer sufficient. We must now write well within ever-changing constraints. Content used for digital ads, blogs, posts and Tweets must be sliced, diced and remixed. And we must do it all without ever losing sight of our clients’ sales and marketing goals.
It’s worth all of the extra effort. The end result is a fully integrated marketing campaign with clear, consistent messaging. Call us at 952-697-5269 or use the form on this page. Let’s talk about your content marketing strategy. By staying true to basic marketing fundamentals, we can work to permeate the promotional channels with your messaging. We can help to stack the odds in favor of your content rising above the content clutter.
