Over the past decade, this digital universe has grown massively two important factors have had a major impact on a business’s marketing strategies:
- 1) the generation of content creation enabled by technology beyond multiple platforms, mediums, and devices.
- 2)an expanding audience base that has been overflowing with advertising messages and disturbing experiences throughout their lifetime.
While Marketers are getting brainy about the content they create, the opportunity to share that content to the right customers in a way to create brand loyalty and/or audience action has not yet been fully understood.
The Content Challenge and Oppurtunity
Many factors are at play over the past years that led to the current content marketing challenge. Businesses are increasing investment in content creation as they turn their focus toward content-driven Marketing strategies for effective audience behaviour. Audience consumption practices have become intensively segmented due to audience behaviour changes and ‘on demand’ sharing’ across any device. This junction has presented a challenge to a Marketer’s capability to create and maintain meaningful connections with audiences.
Different types of content (written, video, audio, etc.) become increasingly easier to create across a broad spectrum of channels and mediums (including the ‘always on’ mobile device), and audience attention is becoming increasingly low.
Social platforms have built broad-scale audiences that continue to benefit from network effects in the market while they perfect their audience experiences and the content that is shared across their platforms.