In a flood of content quantity, try these tips to ensure quality

With more opportunities and channels for interacting with customers than ever before, marketers must focus on making those interactions valuable for their audience.


Having a large quantity of stuff on your website is not enough.

Consumers want high-quality resources from the companies they do business with. This means better targeted, more personalized, highly creative messaging.

“The quantity of content published to the internet by marketers on a daily basis is astounding. Even the smallest of brands can easily produce websites, blogs, podcasts, videos, social posts, etc. that look just as good as the big players,” says Sarah Dalton of Nolan & Associates. I think we will see brands continue to focus on the quality of their content vs. the quantity in the future.”

Here are the top three ways marketers are emphasizing quality over quantity in digital marketing this year:

1. Small and specific conversations are leading the way.

Don’t expect consumers to slog through forums and FAQ pages to find your products. Steph Nissen, of Atomic Revenue, says that chatbots are one of the trends that digital marketers must consider this year.

“People want to self-serve to find the information they need. Finding a balance of personalized automation through chatbots is going to be huge,” notes Nissen.

In a world of instant gratification, adding a chatbot to your website is an effective way to scale your ability to provide answers to both leads and current customers. Working as a full-time employee to keep site visitors happy, a chatbot can learn the answer to almost any question that your customers have.

Research has found that over the past year chatbots have evolved to be more conversational, intelligent and human-like than ever before. That’s why 80% of companies are planning to implement chatbots by 2020.

“As more things are automated, as more bots are put into place, as more sales go online, I think we’re going to see the rise of digital marketing professionals who not only understand digital, but understand people (how they think, what motivates them, and why they purchase or don’t purchase),” says Tyler Kelley from SLAM! Agency. “These professionals will be the leaders of tomorrow’s brightest brands.”

2. Users want to feel understood.

Social media platforms are becoming even more crucial tools for understanding your customer given developments such as live streaming, stories and geographical location tracking.

“Social media marketing is where we continue to see rapid change and growth, both with regard to the available channels as well as capabilities of those channels. Google+ is gone. Messenger and WhatsApp are merging, and more,” observes Mike Allton, of Blogging Brute.

The best thing digital marketers can do is not only recognize that social media is necessary, but stay on top of how to create quality content on the appropriate channels. Consumers absolutely appreciate when companies have social media accounts that offer more information and insight into their operations, but there is so much more that these platforms enable you to do than just mindlessly post and check it off your daily to-do list. Don’t just show up; be a conversation starter.

3. Give some love to the man (or woman) behind the curtain.

Perhaps the most revolutionary trend that digital marketers are investing in this year is the personal development of employees.

Nothing is more important to a company’s success than its people. That holds true especially for Millennials, 87 percent of whom say that professional development and career growth are significant for them. Take it from Bill Skowronski, of Ideal Marketing Group.

“Professional development may be the largest untapped opportunity within a company’s budget. We spend so much time on efficiency and speed to market that we overlook opportunities to add value to our business by developing in-house leaders in our industry,” says Skowronski.

Digital marketing has more influence in the boardroom than ever before. Marketers have more data, statistics and proof of how customers prefer to be interacted with through digital marketing. What they must do is empower marketing teams to use this information to make every interaction with potential customers a truly valuable one.

Matt Kamp is a senior vice president at Influence & Co. A version of this article originally ran on the Influence & Co. blog.

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