The current formula for turning web content into a viral sensation may be tried and true, but the future for that kind of content marketing is limited, according to digital analyst, author and futurist Brian Solis at Altimeter Group. Solis recently spoke with Technorati about the future of content marketing, reserving his harshest criticism for clickbait articles and current engagement measurement practices, and reinvigorating our faith in quality content.
Solis expressed his exasperation with clickbait articles that promise to “blow your mind” without offering real value to visitors. Sure, these posts capture a good deal of attention, but as people learn how empty the promises are on the other side of the click, their popularity will die a quick death. This model simply is not sustainable, Solis notes. Tricking visitors into jumping through a hoop only tires them out, he explains. Rather than clicks, the goal should be interaction, engagement. Visitors should think about and share the content, he adds. But that all starts with good content rather than sensational headlines.
Another frustrating thing about content marketing practices today is the continued emphasis given to impressions rather than expressions, Solis says. Getting eyeballs on your brand is the low-hanging fruit of content marketing; meaningful engagement is key. But just what is meaningful engagement? In a word, it’s a relationship, he notes — meaning interactions between companies or brands and their target audience need to be both two-sided and genuine.
We here at Brandsplat couldn’t agree more. But that kind of relationship building takes a lot of time and energy. It requires companies to write and promote engaging blogs plus stay on top of their social media feeds — all while presenting a consistent message in one voice to their audiences. If you’re running a small- to medium-sized business, this is probably one of just 17 hats you rotate daily. And that means it’s not being done well — or at least that it’s not being done as well as it could. If you’re tired of losing customers to your competition, reach out to us. We’ll take a look at your digital presence and recommend what changes you could make to increase your engagement (hint: the first one will be to let the experts do it for you so you can focus on the rest of your work).