In the digital market, companies create as much content as possible to attract and convince consumers . The boom in available publications each year accelerates the effects of content shock , a real thorn in the side of advertisers. Faced with consumer weariness, it becomes necessary to adopt a new strategy in the development and distribution of content. Content shock: kesako? Content shock, literally “content shock” is a theory put forward in 2014 by an expert in international marketing, Tokelau Email List Mark Schaefer. Since the advent of the Internet, more and more publications are shared; but this explosion of digital content is not proportional to the number of consumers. The content shock therefore reflects an online information offer that is too dense to be properly understood . And for good reason, it doubles in size every 9 to 24 months! However, Internet users are looking for content and scroll through the posts over increasing durations, the equivalent of half a day on average in total (according to a study carried out in 2020 by the company Nielsen). For a company, increasing its number of publications is the guarantee of better visibility , especially when they come from an Inbound Marketing strategy . Content shock occurs when consumers are saturated with information, and thus pay less attention to what they read, hear or see on their connected media.
The phenomenon is accentuated by the predominance of certain companies on the Web, very active in the sharing of publications. This pushes competitors to develop an even more abundant and sometimes less relevant content offer. As a result, consumers may feel overwhelmed by this wave of information, and take less interest in it. As a result, the creation of multiple content by companies ends up losing profitability. Businesses posting 16+ articles per month have 3.5 times more traffic than businesses posting 0-4 per month. Hubspot The strategy to limit the content shock In order to stand out in the mass content available, companies have every interest in changing their approach. Not by limiting their publications, but by adapting their content marketing strategy to the market and to the reality of content shoc k.
Several aspects must be taken into account in the development of a more efficient Inbound Marketing strategy: Although knowing his buyer persona to hit the right target Adapt content according to the stages of the buyer journey Limit the number of formats used Focus on quality content and make regular updates Alternate feature articles and micro content , or snack content Ensure apply good practices of SEO The Content x10 method Developed by Garett Moon, CEO of CoSchedule, in his book “10x Marketing Formula”, the Content x10 method is part of a global content marketing strategy intended to optimize its visibility on the Internet. It is based on the creation and distribution of useful and original content, regularly updated and republished by the company.
These publications are made from a keyword chosen for the target of the company. The general theme is then broken down into several contents with in-depth analyzes and powerful and quantified information. They thus bring a fresh perspective to consumers , arouse their curiosity and make them want to consult the company’s other publications on the same subject. At a time when the number of digital publications is exploding, Internet users are moving towards the most captivating content, and are turning away from companies with redundant posts. Beyond a lack of interest, the content shock can cause a degradation of the image of the company with its target. But content shock can also be used to stand out on the Web, when it is part of a content marketing strategy based on the quality and selection of content . The most efficient companies will be able to adapt to the state of the market, with agility and relevance!Knowing the buyer’s journey is a key element in inbound marketing . When the company is attentive to how prospects decide to buy a product or service, it can implement content marketing strategies adapted to its customer profile , and best support its buyer persona in the sales cycle. ‘purchase. To fully understand the buyer’s journey and make it yours, we detail here the concept, the steps and examples of content adapted to each level of the process. Buyer’s journey: definition The buyer’s journey, literally the buyer’s journey, or more commonly the buyer’s journey, refers to a set of stages that a consumer goes through before proceeding to the purchase of a product or service. Any purchase involves prior reflection, and the content disseminated by companies will influence the prospect during his research. If the content displayed is well targeted for each level of the purchasing process, the buyer is more willing to finalize his acquisition and thus become a customer of your company.
To optimize the chances of consumers buying your product or services, integrate the three phases of the buyer’s journey into your content marketing strategy : discovering the need, considering solutions and making decisions . Define the buyer persona The design of the buyer’s journey only works if you have already accurately targeted your buyer persona ( s). As a reminder, the buyer persona corresponds to the profile of the ideal customer of your company , in other words your target. When you know the type of consumer who is likely to buy your products or services, you can more easily understand the stages they go through before becoming a customer, so you can tailor your speech to generate qualified traffic. Keep in mind that you will need to build as many buyer’s journeys as you have identified as buyer personas. Buyer’s journey: the 3 steps Awareness In the first step of the buyer’s journey, the prospect encounters problems or realizes that he could seize opportunities to improve his quality of life. He then carries out research on the web, in order to define precisely what he needs to achieve his goals. During this step, your SEO strategy comes into play: you have to put yourself in the buyers’ shoes and know, in particular, what keywords they are using to describe their problems on search engines. The objective is to get the most Internet users to consult your publications related to their problem. The consideration Once their problems and needs have been clearly determined, the consumer will explore the solutions available, and weigh the advantages and disadvantages of each option.
He is not yet ready to buy: you must therefore provide him with clear information on the different solutions offered by your company, in order to help him decide on a particular method. Decision making When the prospect has opted for a strategy in solving his problem, he has one last step to take: decide from which company to obtain the product or service in question. To be chosen by the future buyer, and make him one of your customers, you must convince him that your company will know how to manage its problem as well as possible , with the ideal product or service to meet its needs. Your content should create a feeling of security for consumers, a feeling of being understood and taken care of. Buyer’s journey: choosing the right content As underlined in the three stages of the buyers’ journey, your marketing department must be based on an effective and personalized content creation strategy at each phase. Your goal is to generate leads: your publications must therefore meet the expectations of your buyers personas, both in form and in substance.