How to conquer 3 adverse content trends

Breaking through the noise, finding a budget for paid advertising and decreasing efficiency plague content marketers everywhere. Here’s how not just to cope—but to thrive.

Ragan Insider Premium Content
Ragan Insider Content

Marketers love trends. We make a living by taking advantage of them. We analyze, criticize and banter about the latest social media channels or annoying buzzwords.

How often, though, do we assess negative trends in our industry? Do we earnestly try to find the underlying reasons for those trends?

Let’s look at the common challenge of breaking through the noise and how that noise has led to two other challenges: our increasing reliance on paid advertising and channel over-saturation. Each section below ends with tips on how to combat these negative trends.

Challenge No. 1: Breaking through the noise

Think about all the ways people can contact you.

You can receive a call, SMS text, email, tweet, blog comment, Facebook post, Facebook message, LinkedIn introduction or InMail, mobile app push notifications, Fitbit notification, Xbox Live voice message, Snapchat photo …

The communication possibilities are seemingly endless-and more pop up almost every day.

As channels come and go, they create unique communities with their own best practices for content. Marketers tend to approach all these audiences in the same way, though: by broadcasting the same marketing message across each channel.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.