Get Off the Content Hamster Wheel
Content is king, to be sure. But how did we end up on this crazy content hamster wheel, cranking out B-to-B content for content’s sake? Daily blog posts. Three tweets a day. Monthly whitepapers. Infinite infographics. Videos everywhere. Podcasts, e-books. We’re sacrificing quality for quantity. We’re becoming irrelevant. We’re knee deep in Content Spam. This has got to stop.
Check out these stats from IDG. They brilliantly ran a study of IT buyers in the US and UK that directly connects irrelevant content with sales results. Of US tech buyers, 66 percent said that digital content needs to be “more aligned with organizational objectives and relevant to the decision-making process.” It could be that IT buyers are more demanding than those in other job functions — but I doubt it.
Wait, it gets worse: 79 percent of the buyers told IDG that the level of content relevance affects the vendor’s “likelihood to make the short list.” Now, that hurts. But here’s the zinger: A vendor is 25 percent more likely to be actually dropped from the shortlist if its content does not meet a minimum level of relevance. Uh-oh. This is the opposite of customer relationship management.
In the SEO world, the notion of "content spam" has been around for a couple of years. Search professionals decry the practice of loading up websites with keyword-stuffed crap designed to fool search engines into thinking they are informative and popular. But what I am talking about is customers and prospects, not search engines. We are loading up our customers with crap.
To keep your content relevant, here are five principles to live by:
- Tailor your content to the market need, by analyzing your customer’s buying process and buying roles, and developing a library of content assets to help them solve their problems.
- Be disciplined about new content quantity. Do you need this item? Will it fill a gaping hole in your asset library? Stand up against the pressure to generate content for content’s sake.
- To feed the SEO beast, repurpose existing content instead of relentlessly creating new. There are zillions of options for clever reuse. Good quality content is likely to have an evergreen capability to serve incoming prospects over time.
- Cull your content regularly. It’s hard, I know. We all fall in love with our creations. It might be a good idea to bring in a third party to assess your library, and give an objective opinion on what can stay and what needs to go.
- Choose your content distribution channels carefully. Joe Pulizzi — who should know — makes a compelling case for limiting yourself to a few key communications vehicles, and doing them really well.
Let’s go for relevant, top quality content. Less is more.
A version of this article appeared in Biznology, the digital marketing blog.
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.