• Emily Foucault

How Content Clutter Is Leading To Content Pollution

If you’re a brand on the internet in 2018, chances are you’re creating content. But unfortunately, many brands are more concerned with the number of posts they’re putting out into the world than the quality behind them.

But instead of grabbing more eyeballs, what if valuing quantity over quality content was just creating more noise online and not positively impacting your business? That the result is a sea of sameness where consumers are bombarded with 10s of 100s of articles all coming at them with the same information?

The benefit to getting your content strategy right is huge. According to that same study from Havas, there is a 71% correlation between content effectiveness and a brand’s impact on consumers’ wellbeing. That correlation is important because the more a brand has a positive impact on a person’s personal wellbeing the more meaningful it is to someone and the better business results will be. The Havas study says that meaningful brands outperform the stock market by 206%, see a 48% increase in share of wallet, and 137% greater return on KPIs.

While search engine algorithms do value fresh content in their rankings, pushing out content for content’s sake dilutes your brand as well as the medium overall.

The better value for your content marketing buck is to focus on creating quality content that will deepen the relationship between your brand and consumers. Because there are more distractions and places to look at all times of the day, brands need to think more like media companies and create content that provides meaning for consumers.

Rather than having your content team produce ‘X’ number of content pieces a week, why not try and have them spend that time on fewer pieces, but ones that are fresh, relevant and providing a new angle for your readers with valuable and unique content.

While you’re keeping a closer eye on your content, don’t forget about language clutter. Don’t use more words than necessary to get your message across.

ThinkHatch wants to talk to you about your brand’s content strategy. Send us a note at info@thinkhatch.ca.