Things seem to be changing pace on the internet. This article from Marketing Charts is telling, and we’ve noticed people’s opinions evolving: pandering to the ‘constant-content’ cycle doesn’t always get results.
Why’s that? Well, because having any one brand (or person) filling your feed with posts is kind of annoying, particularly if you only liked or followed them on a whim, and particularly if the content isn’t very good. It’s a matter of relevance and a matter of quality.
As the article from Marketing Charts points out: deals (that is, relevant and exciting things) drive likes, not spam to already-loyal fans. Patrik Dholakiya from Social Media Today makes a solid point of the fact that hackneyed, quickly-assembled content is useless, and serves only to clutter up people’s feeds. People will unfollow annoying brands, and only want to see relevant and/or interesting content.
Tying in well with this is Carl Moggrige’s stellar article about how the classic four Ps of marketing -Product, Price, Place, and Promotion -are as relevant as ever. In it he makes a compelling set of arguments for high-quality products, new financial models, and clever distribution models, but most useful here are his thoughts on Promotion. He believes marketing has gone so far in this direction that the other Ps have all but vanished from agency-based marketing. Overall, promotion is cheaper and easier than the others, and also gets good results, but it isn’t enough, which is why the constant content -the nearly meaningless shouting -that we see much of on the internet, just doesn’t cut it. It not only has to be unobtrusive in quantity, but has to be engaging, from a dedicated and authoritative source, and needs to be supported by quality CTAs and worthwhile deals.
Of course, the trend doesn’t apply across the board. John Biggs, apparently responding to criticism of the constant-content model of TechCrunch, defends it quite convincingly. The important thing to remember here, though, is that the guys at TechCrunch aren’t marketers, they’re journalists. People seek out and ask for more content. It’s not the same game.
So maybe it’s time marketers started to focus more on their content, the deals they want to offer their target audience, and the other facets of their brand -the other Ps. Rather than contribute to the general hustle and bustle of the internet, maybe they should do something a little more engaging. After all, if you only hear hustle and bustle, it eventually fades into the background, and only the special things will win your attention.
What’s your opinion of the constant-content cycle? Does it work? Is it worth participating, or is taking the time to craft relevant, exciting content the best way to go? Let us know down in the comments!