Content Marketing Digest Edition 2

Have we reached a saturation point with content marketing?

As more and more channels open up, there’s more audience fragmentation and a desire to post the same content on multiple channels.
Consider an alternative: shift more attention to creating advocacy.
I see a much bigger opportunity around creating customer loyalty and advocacy instead of investing more time and money generating more content.

This is a very fair question to make and...I have to agree that in fact, saturation has arrived. The Internet has democratized access to information, business models based on content have saturated the internet with useful and not so useful content.

Nowadays a good marketer needs to define clearly where to put the effort and budgets. Content Marketing remains a key element in the consumer journey to purchase and advocacy. There is no doubt about that. What has changed is that the ROI Content Marketing represents has decreased as it is really difficult to cut through the mix as it did before.

Several users on Quora focus the challenge on Content distribution as there is so much good content out there, but one has to focus on cutting through and being relevant with the right format, in the right channel at the right moment. Being everywhere is not important anymore, there are too many channels. Being relevant, adapted to each priority channel's format is KEY to reach success.

How can help you here?

Content Distribution is key to's approach. Each post can be assigned to a set of social media profiles. Ideally, only one profile per post, but we know we can reuse certain formats across Facebook and Twitter, or Facebook and Instagram so you can assign 2 or more social profiles to a single post if you want to.

The new app that 250M people use every day

If you’re not familiar with TikTok, it’s sort of like a social network for amateur music videos. Dancing, gymnastics, comedy, cheerleading and, parkour are also popular on the app. TikTok is built to constantly grab your attention, and as a result, its user base skews pretty young.
In November, the app reportedly surpassed Facebook, Instagram, Snapchat and YouTube in monthly downloads in the U.S. Yesterday, ByteDance announced that TikTok has reached 250 million daily active users, and then launched Duoshan, an app that is veryyy similar to Snapchat. 😱

Talking about channels, there is a new social media app called TikTok. It is a growing new channel among younger target audiences. It is the proof that content consumption behaviors continue to become shorter and multimedia with bits of MEME like elements. MEME like elements and short easy to produce and edit videos tend to become attractive to younger audiences putting their creativity and themselves at the center of the content production. Attention spans are shorter as we have too many information sources and stimuli daily. Content saturation is, in fact, a reality which brings this attention span shorter and shorter each time.

The key here is, how brands can become enablers of these short creativity spikes which teens tend to enjoy. Create a movement and let teens go wildly creative around such movement, make sure your brand stays relevant as the enabler of such movement which sparks new ideas and emotions on this target audience.

The Rise and Demise of RSS

This is not new news in the Content Marketing industry. It is in fact, old news, but it was one of the first attempts for content sharing, distribution, syndication, amplification well done and very well organized. RSS is part of internet history, the open internet, the internet of sharing with everyone, the internet how many of the true early innovators in this space imagined the internet nowadays. Some of the people mentioned in this article are the heroes that made this still "new" medium one of the greatest innovations of humanity. Take your cup of tea or coffee, seat down, and spend some quality time reading about RSS in this lengthy, but good article.

“a technology that is really the core of the whole blogging world or content world or world of assembling different elements of things into sites.” But, on another level, “the whole social media revolution is partly about the ability to aggregate different content and resources” in a manner reminiscent of RSS and his original vision for a syndicated web. To Werbach, “it’s the legacy of RSS, even if it’s not built on RSS.”

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