One major pain point for marketers is creating enough content to keep up with the reader’s content demand. One solution is hiring more content producers and writers. The other is strengthening your content creation departments with the right kind of tactics and software.
According to Zenith Media, individuals - globally - on average spend about 456 minutes each day consuming media. That’s nearly 8 hours a day.
Content creators know - or should know - that an important trade for reader’s attention is providing them with enough high-quality, relatable and relevant content to stick with you as their go-to media consumption brand. This includes creating good content pieces that make them pause - or click-through - to a content piece when scrolling through their newsfeeds.
Content pausing power
Content has pausing power when it is (what Google calls) “thumb friendly”. The problem is that in order to create high-quality, thumb-friendly content you need time. Especially when thinking about time invested in research, production and possible visual imagery that usually accompanies a good content piece. The result is that big media companies with the right ratio of manpower and paid media budget might well make the cut through the 8 hour daily clutter of content, whilst other, smaller, media companies might not. To reach the “thumb generation”, Google advises media companies to:
- Be centered around the consumer
- Be bold with quick turnaround times
- Be mobile-friendly.
But this alone is not enough.
Cheating the system
There are a lot of shortcuts some companies take to keep up with the content demand - not all of which are ethical - in the attempt to satisfy their readers’ needs. Content spinning (or article spinning) is one. It not only screams “black hat content creation”, but more often than not makes content difficult to read or incomprehensible.
Strengthening content creation departments
To be ethical, and to be able to play with the big players, marketing teams and media companies turn to specialist software to manage a massive variety of content for production, approval, and publication. Implementing smart software reduces time spent on tedious tasks and gives it back to content creators to invest in successful, creative concepts that packs a punch on every possible channel it’s being published on. Thereby strengthening departments with optimized workflow, but without the financial implications of hiring new talent.
Multichannel content publication
Apart from strengthening your content creation teams, you can also enable them to distribute content smartly. Meaning - getting the content you already have, in front of a lot more people in a different way than you have before. This involves taking the same piece of content, adjusting it where needed, and distributing it across a variety of networks and channels. Depending on which specialist software you invest in, you might consider a DAM that stores, manages and retrieves an unlimited number of digital assets combined with a multichannel content creation solution that streamlines your complete content production and publishing process. The combination allows for faster content publication on a variety of channels.
Reuse content you already have
When you don’t have time to invest in creating new, high-quality content, you can always repurpose archived content stored in your asset library. Some media companies reuse content on a yearly basis, or reuse it differently for their various magazine titles. You can also reuse content for videos, infographics, slide decks, pdfs, ebooks - you name it. Once content is saved in your asset library, it’s quickly retrievable for reuse and publication. Video especially does great in Google’s search results - and is predicted to account for 81% of global internet traffic by 2021.
Today, with over 4.6 billion pieces of content being produced daily, it seems that the likelihood of your content being seen in that previously mentioned 8 hours a day is low. But by using smart tactics and the right specialist software you can boost your marketing efforts and content effectiveness by giving it increased longevity.