We find ourselves in an era surrounded by an overwhelming amount of information.
Whatever you search for, there’s always information available about it. It’s not like those years ago when finding stuff was like searching for a hidden treasure.
With the rise of advanced AI technology, there’s been an explosion of content, not all of which is valuable or trustworthy. As a result, the online realm has become cluttered, making it challenging to discern the genuine gems from the noise.
Numerous web pages and articles are left unread, buried in the vast sea of digital content. You might be wondering about this saturation of information and how it affects you as a business owner.
Should you continue creating content for your website in the content saturation era, and if you do, how can you know it will stand out from all the other not-so-great stuff out there? This blog is here to help answer these questions for you.
Related: Should You Create Content When The Topic Already Exists On The Internet?
What Leads to Content Saturation?
In today’s digital age, information is just a few clicks away. Whenever you want to know something, it’s right there at your fingertips.
You can get the big picture or find detailed information about anything you desire.
Moreover, many businesses are well aware of the power of inbound marketing and content marketing. Instead of bombarding people with ads (outbound marketing), they focus on creating valuable content to attract and convert potential customers (inbound marketing).
It’s all about providing a fantastic experience and being helpful to their audience, which is way more effective and profitable.
Just imagine, with millions of businesses out there, each producing one piece of content a day, that adds up to an enormous amount of content flooding the internet every single day.
According to Exploding Topics, a mind-boggling 328.77 million terabytes of data are created each day. Can you believe that 90% of the world’s data was generated in just the last two years?
And hold onto your hats, by 2025, this figure is expected to skyrocket to an astounding 181 zettabytes.
Many brands posting about the same topics and sharing generic content can make it quite tricky for your awesome content to reach your audience. This results in a saturated market for many industries or around particular topics.
Should You Still Produce Content for Your Business?
The answer is a resounding YES; you should always embrace inbound marketing and content marketing.
You might be wondering, “But didn’t you say that inbound marketing and content marketing contribute to content saturation?”
Yes, I did mention that, but that doesn’t mean you should avoid it altogether.
Inbound marketing and content marketing are incredibly powerful and cost-effective ways to let your audience know about your brand and boost sales in a big way.
The main advantage of this approach is the opportunity to build a meaningful relationship with potential customers by providing them with the information they need. Imagine being there for someone just when they require help – that’s the magic of inbound marketing.
Once you engage with potential customers, the goal is to build trust and credibility, nurturing those relationships with existing customers as well. Inbound marketing effectively achieves this, fostering loyalty and customer retention.
If you’re looking to connect with potential customers and provide them with content that solves their problems, inbound marketing is the way to go. On the other hand, content marketing involves creating and sharing valuable content across various channels.
Content marketing is a crucial part of inbound marketing, working hand in hand with other components like SEO, social media marketing, digital advertising, and email marketing.
If that’s not convincing enough, let’s take a look at some statistics in 2023 from Git Nux that highlight the undeniable advantages of inbound marketing:
- Inbound marketing generates three times more leads per dollar than traditional marketing methods.
- Companies that blog get 97% more links to their website.
- Inbound leads cost 61% less on average than outbound leads.
- Companies with a strong social media presence have a 3.5 times higher chance of outperforming their competitors.
- 70% of people would rather learn about a company through an article than an advertisement.
How to Produce Content Effectively and Stand out from the Crowd
1. Write about what your customers or prospects actually ask
To be successful and gain trust from your customers, it’s essential to understand your target audience and what they’re looking for. Write about the topics your customers or prospects are actually asking about, addressing their needs and interests directly.
Knowing your audience and market is the key to success, regardless of your products, services, or business size. When you create content that resonates with your audience, you build a strong foundation of trust.
According to Hubspot, almost half of buyers look at three to five pieces of content before talking to a sales representative. They expect brands to create content that captures their interest.
That’s why companies worldwide are investing more in content marketing. It’s like planting seeds of information that bloom into loyal customers.
2. Create social issues-related content
Nowadays, more and more young consumers expect brands to take a stance on important matters, and they prefer supporting those that do.
Brands are finding causes that matter to their community, showing authenticity rather than just trying to appeal to everyone.
Demonstrating alignment on social issues is crucial for brand managers as an impressive 83% of millennials want brands to share their values and beliefs.
Even young people in Gen Z, who are between 18 to 23 years old, like to do their research before buying something. A study by Forrester discovered that around 51% of them always check a company’s corporate social responsibility stance to make sure it matches their own values before making a purchase.
3. Prioritize funny content
Adding humor to your content can work wonders. Funny content, relatable content, and content reflecting brand values are the most interesting and memorable for audiences.
Hubspot’s report highlights that 36% of marketers are already sharing funny content on social media. And guess what? Half of those marketers plan to invest even more in funny content in 2023, directly speaking to consumer interests.
4. Produce educational content
Educational content is a goldmine of helpful information, providing audiences with the knowledge they need to reach their goals and fulfill their needs.
Releasing interesting or useful content that targets upper funnel consumers can lead to increased brand awareness and build trust. By winning hearts now, you’ll be in a favorable position to gain loyal customers.
5. Tell stories
Telling stories is the secret sauce to a captivating content strategy. According to Forbes, storytelling not only leaves a favorable impression on your visitors but can also make your message up to 22 times more memorable than plain facts.
Stories have a magical ability to connect with people on a deeper level, making them feel like a part of your journey. It’s like weaving a spell that draws your audience closer to your brand, creating a lasting impact that goes beyond ordinary content.
If Your Content Doesn’t Rank on Google, Is It Still Worth Creating?
Even if Google never ranked a single article you produce, creating content is absolutely worth it!
It holds tremendous value because everyone who comes to your website will find valuable information. They will view your website as a trustworthy source and thank you for the knowledge you share.
When people are ready to buy, they will be well-informed because of your helpful content. This makes your conversations with them better and boosts the confidence of your sales team.
All these reasons make content creation a must, even in saturated industries.
Despite the competitive landscape, when someone continues to produce content, they often find that Google ends up loving them and ranking their content.
Don’t be disheartened if you don’t see immediate results in Google rankings. The true magic lies in the value you provide to your audience and the trust you build over time.
Related: How Long Does It Take To See Results From Blogging?
Wrapping It Up
Now you know all about content saturation and what causes it. But don’t let that stop yourself from shining bright in the digital world.
Content saturation may seem like a daunting challenge, but armed with the right strategies, you can navigate through the crowded online landscape.
By understanding your audience, embracing inbound marketing, incorporating humor and educational content, and telling powerful brand stories, you can rise above the noise and make a lasting impact.
