Digital transformation is reshaping the marketing landscape, yet many marketers are falling prey to the ‘content illusion’. This refers to the belief that creating more content will automatically lead to better results, when in fact, the opposite may be true. The content illusion is fuelled by the digital transformation, which has made it easier and cheaper to produce and distribute content. However, this has led to an oversaturation of content, making it harder for any particular piece to stand out.
Instead of focusing on quantity, marketers should prioritise creating high-quality, relevant content that resonates with their target audience. This involves understanding the audience’s needs, interests, and pain points, and creating content that addresses these. By doing so, marketers can build trust and credibility with their audience, which can lead to increased engagement and conversions.
Moreover, marketers should also consider the importance of content distribution. Even the best content will not achieve its desired impact if it does not reach its intended audience. Therefore, marketers should develop a strategic plan for content distribution, which may involve using a mix of owned, earned, and paid media channels.
Lastly, marketers should not overlook the importance of measuring and analysing the performance of their content. This can provide valuable insights into what works and what doesn’t, allowing them to refine their content strategy and improve their results over time.
Go to source article: http://customerthink.com/how-the-content-illusion-is-leading-marketing-astray-in-the-era-of-digital-transformation/