You don't need to me to say this, of course, but content marketing is fast becoming the key tool in the modern marketers' kit. In our ever-connected, social sharing, online attention focused community, content very much is king, but along with the rise of content comes bad content, an influx of irrelevant, unfocussed, unhelpful material that may be well intentioned, but misses the mark.
This is an important distinction to make - while content marketing can produce great results, research has shown that 63% of consumers would consider moving on from brands if that business were to hit them with irrelevant material - in fact, 22% of that group have already ended brand relationships due to off-target, irrelevant content. In this sense, it's not just about 'doing content marketing', it's about providing relevant, insightful and useful information to your audience, material which fills a need, which offers answers to the questions they're asking and delivers insights they're interested in, as opposed to blatant promotions or off-target posts focussed on boosting vanity metrics.
To highlight this, and why brands need to invest in digital experience, LinkedIn has teamed up with Altimeter Group's Brian Solis and cartoonist Hugh MacLeod to produce a new eBook titled 'Attention is a Currency'. The new book looks at how brands can cut through the increasing clutter of the web space and better connect with audiences through understanding and improving the purchase journey.
To help promote these key concepts, LinkedIn's produced the below infographic highlighting some of the key stats behind the content trend and why remarkable content is a must.
There's some important notes included here, worth considering in your wider planning - you can check out LinkedIn's full eBook here.