Recently, we sat down with Austin Rotter to discuss why good content has to be futurist and forward-thinking. Austin is a digital marketing strategist with over a decade of experience helping brands and entrepreneurs thrive in media relations and online branding.
Hi, Austin. We’re glad to have you with us today. As you might imagine, I’m quite excited to unfold this topic with you. Please tell us why you think content marketing needs an overhaul.
Austin Rotter: The main reason is that the landscape has evolved dramatically over the years. Since the outbreak of COVID-19, we know many small businesses sprouted up online, and many closed their doors permanently. As an aftereffect, consumer behaviors altered a lot, affecting marketing strategies and tactics in tandem.
Now, roughly two years into the pandemic, the way people consume content has completely changed. The way brands produce content has evolved alongside, but the marketing sector hasn’t been able to keep up the pace.
You hit the nail on the head there. How do you think the landscape has changed?
Austin Rotter: There are a few reasons for this. First, the way we interact with content has changed. We now have much more control over when, where, and how we want to consume some information. We can block adverts, skip TV commercials, unsubscribe from emails, download and customize the content, and much more.
The way brands produce content has also changed significantly. With the rise of social media and self-publishing platforms, anyone can be a publisher. That means there’s much more noise out there, and it’s harder for brands to cut through the clutter.
Finally, I think the way we define “content marketing” has changed. Initially, it was more inclined towards creating and distributing information to attract and retain customers. Now, it’s gravitating towards creating and distributing content that drives conversions and sales. In this regard, many emerging brands go overboard with their claims, so that’s not going to be a sustainable model in the long run.
What can we do to make our content more interactive?
Austin Rotter: One of the most crucial aspects is to ensure that our content is mobile-friendly. If you’re expecting an enormous viewership that converts, this element is integral. Besides this, brands need to share information that directly answers their prospects’ concerns, not reams of pointless text, which they must sift through to get to what they’re looking for. When I say this, infographics, how-to guides, carousels, and videos can all prove to be a seed of success.
How can a business ascertain if its customers are happy, angry, or even hostile in response to its content?
Austin Rotter: Numbers play a pivotal role in determining the success of your content. There are a number of engagement metrics businesses can keep track of to assess how engaged their audience is. The most critical metrics include the time users spend on a page or website, their scroll depth, and social shares. If there’s a sharp drop-off in any of these numbers, it could be an indication that the audience is not happy with the content.
Do you believe that harnessing technology to power content marketing is a viable strategy?
Austin Rotter: It definitely is! Technology can help you jump on the bandwagon and ensure that your content is always up-to-date. It can also help you automate many tedious processes, such as data collection and analysis.
Lastly, what would you advise folks who still rely on mass-produced content?
Austin Rotter: You direly need to rethink your strategy! Mass-produced content is no longer effective. People nowadays are looking for more personalized and targeted content. Try to understand what they want to learn about and what challenges they’re facing. Provide them with solutions that match their emotional needs. Thanks!
Awesome! Thanks for taking the time to share your incredible insights with us, Austin. Ideally, it will help businesses realize why their content needs to be both futurist and forward-thinking.
