As more businesses realise the value of creating content, the competition continues to heat up - and that makes things a whole lot more difficult.
Today, it's not enough to simply create content (be it blog posts, eBooks, podcasts or videos): you need to create remarkable content.
Writing for Forbes, Jayson DeMers discusses the content "quality gap", which he rightly says is ever-widening. While a few big players are dominating the stage, many organisations are creating sub-par content that fails to make an impact.
It all seems rather disheartening. Especially if you're a smaller company with less people and resources to draw on.
But the thing is, you don't have to be one of those brands getting the vast majority of likes and shares on the Internet. You just need to capture the attention of the people that matter to you.
That's not to say that you're off the hook. Your content still needs to be remarkable - but remarkable in the context of the audience you're trying to reach. It may not enjoy lots of likes and shares, but if it results in you gaining one, 10, or 100 customers, then you know you're doing something right.
Yes, users' expectations are increasing, but the answer isn't to add bells and whistles to your content. To acquire an edge over the competition, it's vital to remain focused on the basics.
What does your audience want? And why are you the best company to give it to them?
3. The quality gap is widening. There’s always been a "quality gap" when it comes to content, but it's growing wider as more brands enter the content marketing game. Only a small percentage of all content produced ever gets any likes or shares, and those get the vast majority of all likes and shares on the Internet. Meanwhile, the vast majority of content doesn’t meet the threshold of "quality" necessary to see these results, and they end up generating no meaningful attention. Because competition is increasing and users' expectations are increasing, this quality gap is growing larger, meaning it's more difficult than ever for content to achieve the reach and visibility it needs to yield a positive ROI.