What are the secrets to getting spotted online?
Getting noticed online seems to have become the most important consideration for marketers around the globe.
Getting noticed online seems to have become the most important consideration for marketers around the globe. We all realize why this is, but to put a few numbers on things, let’s consider a few telling statistics.
There are now more than 500 million tweets on Twitter every day, according to Techinsider. Add in the 55 million status updates on Facebook, as counted by KISSmetrics, along with YouTube, Instagram and the numbers of other social media and mobile messaging services and you soon realise the Twitter stats alone tell only a small part of the story.
Business Insider revealed that Facebook devotees upload more than 350 million new photographs every day – and Digital Media News say there an incredible four million songs available on Spotify that haven’t yet been listened to. You get the picture!
In short, getting noticed online is increasingly difficult. But it is also all-important for retailers and all other forms of e-commerce.
This all makes for highly important marketing considerations for wallflower content. Today, web content really needs to have true “meaning” to cut through all the noise out there which is generated by this so-called “wallflower content”, which fails to stand out from the crowd. This is highly relevant for small businesses, in particular, which may not have the resources for endless SEO marketing. The central questions to ask yourself, then, are whether the content you’re generating for search engine optimisation has genuine value for your intended audience and whether it has real purpose.
Good content on social media is vital. Of course, all organisations and their marketing people now realise the truth of this – which makes the competition even more intense. So it’s important to remember that there are fundamental differences between true content marketing and the simple generation of material for social media purposes.
The two are not the same thing. It is always worth remembering before embarking on any endeavour that, to get noticed in an increasingly crowded online market, content marketing is a specific tool used to inform, educate or entertain potential customers through content creation. This, in turn, is designed to result in behavioural changes leading to specific objectives such as sales, the generation of leads or advocacy etc.
On the other hand, social media platforms are essentially devices used by potential customers to communicate among themselves, and sometimes with companies. Such communication can also lead to the same results (sales etc.). But it is invariably conversational in tone and generally less structured. Of course, as Toby Murdock, co-founder and CEO of Kapost, has explained in the past, it is still vital for enterprises to try and get both content marketing and social media right – but the former is far more controllable.
In the era of the smartphone and burgeoning social media, the need for focused content is increasing. The important consideration in the smartphone era is all about context. Medium.com point out that smart devices are capable of delivering content which is completely relevant for users, so the logical step is for smart devices to now offer that content in the correct context. This, in turn, calls for the creation of personalised “eco-systems” around individual users wherever they may be as quality and accuracy become ever-more imperative.
Those wanting to get noticed online will do well to heed this advice.