Content is the Key

As consumers we are bombarded with advertising and marketing messages every single day, countless times. Have we reached saturation point? I know that I am overwhelmed by the sheer mass of messages I encounter each day.

We live in a world constantly overflowing with information, shouting SELL, SELL, SELL, all at the same time. With this constant "noise" and competition to be shouting the loudest, is it really worth entering into a shouting match? 

Shouldn't we start doing something different, a little left of centre? I am a strong believer that nothing will change unless you start doing something differently.

At this point, I feel that the element that is differentiating the "clever brands" from others is the successful use of content marketing. 

Content marketing takes the essence of traditional marketing and applies an intimate edge. By delivering your brands message through a medium your target audience are communicating or searching for their daily information fix, as well as providing them with material that will add value and richness to their lives, then you are onto a winner. 

In order to deliver successful content marketing you must stick to these simple points: 

• Find the appropriate medium for delivering your message. You must make sure you are delivering your content through the appropriate platforms and outlets that your target audience are viewing as well as naturally feel comfortable engaging with. 
• Informative content that adds value to your consumer. If your audience do not feel that your content is adding value and providing them with information they are hungry for, there is no point in putting it out there. 
• Maintain a consistent flow of content. We are now a special breed of "information-junkies", always hungry to learn and take on new and interesting knowledge. You must maintain a constant and persistent level of content production to fuel this desire. Supply your audience with the information they require at the rate they demand it. 

When thinking about the way in which algorithms are constantly influencing marketing communications, I feel that the introduction and increasing popularity of content marketing has been relatively unaffected by algorithms. 

The depth and personality that makes content marketing the next and superior frontier for the world of communications, is the very thing that prevents algorithmic influence. 

Until algorithms have been designed to have the complexity of a human personality, they will fall short of being able to provide effective content marketing solutions. 

@Gemma_Clarkson

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