There was lots to be learned at The Inbounder, Europe’s largest inbound marketing conference, and Spotzer sent a representative to join the conversation. We’ll present some key lessons over the next few posts, beginning with the declining reach of “spammy” content.
The Inbounder wrapped up last week with the setting Spanish sun marking a successful second incarnation of the largest inbound marketing conference in Europe.
The even kicked off last year with fewer than 200 participants, and as you might expect from an industry that often calls itself “growth hacking”, that number leapt to more than a thousand digital marketing experts and enthusiasts for this year’s event. (The staff was excellent, but the wifi network was undoubtedly working the hardest.)
I had the pleasure of attending on behalf of Spotzer. There was plenty to learn, so I’ll be spreading out the messages over the next few posts so we can cover each topic with a bit more depth.
Lesson 1: Stop spamming!
Wait! Don’t hit that publish button. Take a deep breath.
There’s a new litmus test it needs to pass, courtesy of Marcus Tandler (akaMediadonis ) and his rapid-fire #SlideStorm presentation. Marcus suggests that while reviewing your content – be it a new post or your current catalogue of content – you need to ask yourself a simple question: who would care if my content disappeared tomorrow?
It seemed ridiculous a scant few years ago, or at least irrelevant, when “more content is good content” was the mantra and automation was the future . That’s not to say tech can’t provide powerful localization and engagement potential, but we’re not quite at the point where robots are busting out unique, powerful content that plays well with humans.
Truthfully, we’ve been headed on this path for some time already , but Marcus put complex concepts into simple terms with this basic notion. If your content isn’t working for you, stop. Listen to your users and redouble your efforts on what they want to hear.
To stand out in the cluttered content competition:
- Stop spamming the web with whatever you can put together, hoping to scrape a few views and a couple hundred impressions.
- Stop devaluing your best work with a stream of pointless articles that contribute nothing to the conversation.
- Stop turning off users with subpar, half-baked efforts that leave the user more confused than when they came.
- Start focusing on what your audience wants to hear and delivering it in ways no competitor can.
- Start benchmarking the content that’s already succeeding in your target market (be it your own or your competitors’) and beat it with one knockout punch rather than a series of obnoxious jabs.
- Start paying attention to the things you and your users enjoy within a particular content piece (and this crosses a bit into the presentation by Valentina Falcinelli and the importance of little details – see the next part in the series for more on how these concepts collide beautifully).
The best way to check all these boxes? Analytics, testing and critical self-review, of course. Find your low-performing pages and think critically about why they’re underperforming. Look at trending topics in your market – even ones that aren’t directly related to your specific target – to get a feel for how the conversation has changed since you last made an attempt in that area. Grow, evolve, revise, and make every effort deliberate.
If you don’t care, your audience won’t care. And Google doesn’t like that one bit (more on this later).
Follow Marcus for more of his famous SlideStorms and digital marketing insights!
Beyond excellent content pieces, your website also needs great copy . If you found this post helpful, please keep checking back to ensure you’re always getting the most out of your digital presence!