How To Avoid Content Marketing Fatigue
The internet holds a lot of content. With over 1.6 billion websites live, around 2 million blog posts being uploaded daily and over 4.5 billion people browsing these pages, it’s easy to lose sight of what you should post next. Content marketing is a valuable part of any digital campaign, but the online world is almost oversaturated with content and both creators and consumers are suffering.
Avoiding content marketing fatigue can seem impossible, especially with the amount of content available set to grow by 600% by 2020 alone. Here, the team at Absolute Digital Media are taking a look at what content fatigue really is, and how you can avoid it within your marketing campaigns.
Table Of Contents:
- What Is Content Fatigue?
- How Do I Avoid Content Fatigue?
What Is Content Fatigue?
It’s an unfortunate fact of the online marketing industry currently that consumers’ attention spans are getting shorter. Each day, our lives get busier. From longer working hours and the daily commute, to family life and taking out time to be social, users spend less time reading a single piece of content and more time scanning between different articles and apps to get a general overview as to what is going on in the world.
For this reason, both consumers and marketers are starting to suffer from something known as content fatigue. This is essentially when there is too much to read or consume, limited time in which to do so and, in the case of marketers, an increasingly limited number of topics that can capture the attention they need. For this reason, coming up with new ways to capture attention and reduce this fatigue is vital for keeping your content marketing strategies on track.
How Do I Avoid Content Fatigue?
Now we know what content fatigue is, it’s easy to see just why we need to avoid it. From refreshing the way we compile SEO strategies to capture Google’s attention, to producing different forms of content to keep things up to date and modern, here are a few ways to avoid content fatigue:
Refresh Your SEO Techniques
Nowadays, content marketing is considered to be a core part of any successful SEO campaign and anyone within the digital marketing industry likely already know this. However, gone are the days of simply optimizing a piece with your target keywords. Instead, Google has put a huge focus on expertise, authority and trustworthiness (E-A-T), as well as relevancy and user experience. Every core algorithm update the search engine has deployed in recent years has focused on providing every user with a seamless experience and for this reason, you need to be smarter about your SEO techniques.
While keywords and key search terms are still important for relevancy in search terms, Google has become far more intelligent over the years. Nowadays, the algorithm can utilize machine learning and artificial intelligence to determine a user’s search intent, providing search results that match this without the need for exact-match terms. To cater to this, you’ll need to adapt your content marketing techniques accordingly. This could include changing up the blog topics to focus on things your audience have been asking, building up your reputation across the web and crafting a strong social media presence to encourage engagement and brand awareness.
Find Your Niche
Finding a niche to write about isn’t always simple and you’re certainly not alone if you find yourself still struggling to work out what it should be. Having something that sets you apart from your competitors is key to avoiding content fatigue, so determining what your specialism is should be an important step in putting together a strategy. Offering your particular expertise to any potential and existing readers can keep them coming back to read your content, rather than skimming over it within masses of similar or generic topics.
Put together content that offers a level of expertise in your field. By offering something that no one else can or has, you can capture a part of the market with new information or new perspectives on a hot topic. Readers are more likely to click through to your content and read it with intention if it provides greater value.
Refresh Old Content
If you’ve reached a content fatigue of your own but are looking for fresh content to post to keep your site operating at it’s best, refreshing old content with new information can be just as effective as a new piece created from scratch. While there has been plenty of debate as to whether recency matters in Google’s algorithms, one thing that most marketers will agree on is that Google certainly favours relevancy and for the most part, relevancy and ‘fresh’ content can go hand in hand.
For this reason, updating your content with new information, up to date statistics and more relevant arguments relating to these can often be enough, but you also have the option to turn topical posts into evergreen articles or vice versa. Take a look at the bounce rate on your previous articles, or how they’ve performed over time – have any of your best performing posts stated to falter? Take a look at the post and determine why; is it out of date? Could you improve it with a multi-media approach? Refreshing pages and blogs and then re-indexing them within Google can help them regain higher performance levels.
Consumers want information, and they want information fast. Very few people are willing to read through masses of text for the answer to their questions, instead wanting a clear, concise answer available with a brief skim of the content. With the rise in featured snippets and voice search over the past year or so, being able to offer short, concise yet valuable answers for your users will not only help to avoid content fatigue but capture new audiences you may have otherwise missed.
Share, Share and Share
Content marketing may be a marketing avenue in and of itself, but without promotion of your work, it risks being lost in the crowd. Once you’ve written and published a piece, you need to start spreading the word. It’s no longer enough to let the content grow attention organically. Without awareness, it’s unlikely that users will find the piece or read it, and so promoting on social media, through email marketing or any other platforms or avenues you may have will ensure you not only draw the attention, but improve engagement.
It’s this engagement that is your greatest weapon in the fight against content fatigue. You need to encourage users to read your content but more so than that, you need to convince them that reading it is how they want to spend their time. By putting the article in front of them and encouraging engagement from your existing customers, they can go on to share the content elsewhere and bring in a new audience.
Set And Keep Your Pace
If you’ve had a content marketing strategy for long, chances are you’ve already been told time and time again that consistency is important. Keeping up a fairly regular and rapid posting pace can keep you at the forefront for longer, putting you right in front of your users more often, giving yourself a better chance at being seen. By remaining consistent, you can give your existing audience a more regular schedule that they can look forward to and ensures that your content remains up to date if planned properly.
If you put together a schedule that spans over the next few months (with a little wiggle room for up to date news), you can not only keep the content production at an optimal level, but reduce your own content fatigue by having the topics ready for you to write in advance).
Set A Goal And Stick To It
Everything your business does should be done with a goal in mind. Without goals, it’s easy to stray from the task at hand and with content marketing, that can lead to irrelevant, generic and halfhearted topics. When you put together your content marketing strategy, you need to come up with some kind of target you want to reach. Do you want to improve your SEO, or simply encourage engagement with your existing audience? Are there other metrics you want to focus on?
Once you have this in mind, you should keep it there as you work through your content marketing strategy in the coming months. Forming content that is not only valuable and high quality, but that fulfils the goal you have in mind, will help to reduce the amount of pointless or irrelevant content you produce in the long term.
Try Something New
If you’re truly stuck on ways to reduce content fatigue, the easiest way to reignite the attention of your audience is to simply try something new. If you usually post blogs and share them on social media, why not try an infographic or a video? Infographics are often thought to be one of the most sharable forms of content on the web. They can be shared as one long piece or cut down into smaller chunks to fit a carousel on social media or your website. Whichever way they are presented, this visual content form offers the information you want to express in a short, concise and eye-catching manner.
Similarly, videos are becoming one of the leading content forms on the web to date. With most social media platforms even offering auto play, you can put your companies content right in front of their eyes without requiring any clicks or extra effort on their part. In 2017, Entrepreneur predicted that around 80% of all online content would be video by the end of 2019, and with 72-hours worth of video uploaded onto YouTube alone per minute and over 500 million people watching videos on Facebook each day, we certainly aren’t far off.
By providing users with alternative content forms, you can maintain a level of interest in your content marketing strategies that doesn’t risk succumbing to fatigue. Relying on words alone isn’t often enough anymore. Consumers are demanding more and more visual and interactive elements within business’ blogs and those that can’t offer that are quickly falling behind. By incorporating images, audio, video and more, you’ll not only be offering something new and improving engagement, but you can show Google that your content is of a higher value to your readers which ultimately improves your ranking.
For more information about content fatigue and how to put together a content marketing strategy that eliminates the risk completely, get in touch with one of our experts on 0800 088 6000, today.