Does Digital Marketing Fuel Demand For More Authentic Content?

Unlike more traditional forms of marketing, digital marketing gives you the ability to easily create, publish, and share mass quantities of content in just a few clicks.

In an instant, your content embarks upon a long spiraling journey through cyberspace destined to land, in many cases, at the bottom of a news feed – if in the feed at all – or directly in a SPAM folder.

The idea of mass marketing isn’t just out of style in more conventional spaces. Digital channels are just as persnickety.

Today’s online reader is prepared to filter out the noise of an overly zealous salesperson or block out the glare of a self-promotional show off in favor of custom made messages crafted just for them.

Exchange of Value

Offline or on, the goal of your marketing is to promote what you’re offering in such a way that it appeals to potential buyers and ultimately results in a sale.

But to avoid poor messaging, it helps to think of marketing as an exchange of value, one in which the currency of this exchange is your audience’s attention. This is where digital marketing excels. Unlike traditional methods, digital marketing is powered by the technology to drill down to what content holds your audience’s attention.

Remember, the digital landscape is crowded – no, overcrowded. We spend an average of nine hours a day engaging with digital media. Your website, blogs, podcasts, and videos are all vying for a fraction of your audience’s attention.

That brings us back to value. Your audience expects you to use digital insights to figure out what content they value. And in exchange, they’ll offer you their time and attention.

Reward for Authenticity

Medals aren’t handed out for those who churn out the most content, at least they shouldn’t be. In the perfect world, your content machine would be so well oiled that it would spew quality content every hour on the hour.

But most of us aren’t that slick. So, it’s better to do good content less often than horrible content very often.

Define good? Relevant and meaningful to the audience it was intended for, delivered through the channel it was designed for.

And for most people today, those channels are increasingly digital.

But in digital marketing, the stakes are even higher. While we’re told repeatedly not to write our content for robots, you do have to produce your content for robots, or more commonly referred to as algorithms, because they determine if your content will appear in search on in a newsfeed.

So create good content and high impact visuals that tell a compelling story, weaving in things like keywords naturally. Both your reader and the robots will appreciate it.

Gain Insight

People want stories. They desire those real moments that are true to your brand and are brought to life by interesting imagery. Good content humanizes your digital brand essence, shifting it from binary code to a person your audience wants to hang out with.

So satisfy the demand for authentic content by using digital marketing not only as a means to distribute your content, but to learn about the audience you want to consume your content.