How to avoid the coming “content backlash”

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Here it comes.

We’re seeing the first of what will likely be a wave of backlash against content marketing.

Specifically the concerns, some understandable, that we will begin experiencing a content “overload” of sorts.

And it is no wonder given the number of companies, organizations and agencies dipping their toes – or jumping in head first – into the content pool.

Here are some thoughts on how you can avoid creating “content shock” for your audiences:

  • Do your research: If you are just sending out content everywhere and to everyone, then it’s no wonder you’re not getting the results you want. Some research on the front end to focus your audiences into 3-5 easily understood “personas” will help you focus your content.
  • Plan accordingly: Create an editorial calendar and make sure you have the right content, sent to the right audience, at the right time. Content that is great for one persona often is just awful for another. The right content will jump out to the right audience.
  • Do better: One of our goals at THP for 2016 will be to demand of ourselves for our clients the creation of the best possible content. This starts with holding ourselves accountable and includes holding any partners or collaborators accountable to those standards as well. The best content rises to the top.
  • Amplify: If you have accomplished the above three goals, then your amplification or paid strategy to reach the right audiences on the right platform is critical. The social platforms (Facebook, Twitter, LinkedIn and soon Instagram) have powerful tools to help you target your content to the right audience or persona.

We will continue to hear more about content “shock” and “backlash” as we enter 2016. Our experience is if you follow best practices you will achieve your content marketing goals, whether they are to educate or generate leads. And as always, a balanced earned, owned and paid marketing approach is the best way to cover all your marketing bases.

Is too much content already driving you crazy? We’d love to hear your thoughts on breaking through the content “noise.”





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Jon Newman

In 2002 Jon cofounded The Hodges Partnership and has helped to grow it into one of the country’s largest public relations firms (based on O’Dwyer’s annual rankings). Jon has taught communications as an adjunct professor at VCU, speaks regularly at conferences and meetings and blogs and tweets about public relations and marketing issues.

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