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Why do you need content-centric marketing?

Why do you need content-centric marketing?

We all know that the marketing landscape has changed dramatically over the past decade. What was once a traditional and linear marketing process has reformed into a dynamic content driven ecosystem, spread across multiple marketing channels, and delivered both at scale, and at speed.

There is no longer a single clear path to achieve engagement, consumers now expect multiple touch points, content-rich experiences and personalised engagement from the brands they interact with. Engagement is now the ultimate goal. Earning attention. Getting noticed. Being remembered. 

Technology has been the key driver of this seismic shift, enabling marketers to get in front of their audience in ways we couldn’t have dreamed of only 10 years ago. The tipping point was the introduction of the personal smartphone, and the access to content that came with this incredible device. The enhancements we have seen over the past decade in internet speed, smartphone capability, and the spawning of social media has only increased both the access consumers have to content, and the rate at which they consume it.

The average adult consumes up to 10 hours of media a day, this media can take any form such as a blog post, YouTube video, TV, your Facebook feed or a Netflix binge session. When you focus in on the millennial generation that grew up on this technology the amount of media consumed daily jumps dramatically to up to 18 hours.

How is 18 hours of media consumption a day even possible? 

Multi-device consumption. Consumers now multi-task when it comes to consuming content, whether that’s catching up on Facebook while watching Netflix, or listening to a podcast while scanning their favourite News app. This makes earning attention exponentially harder. Not only are we fighting to get audience attention, we are now having to share that attention with other content that they are consuming at the same time. 

Our increasingly digital lifestyle and the tendency for multi-device consumption has had a distinct impact on our attention spans. A study in 2015 showed that the average attention span has dropped from 12 seconds to only 8. With goldfish coming in at 9 seconds that’s a dramatic change and has a serious impact on how we engage, interact and consume online. While earning attention gets increasingly harder, the number of marketing channels continues to increase. 

As marketers fight for their share in each marketing channel the amount of content online continues to grow at pace, but the engagement does not. Currently only 5% of branded content online accounts for 90% of all engagement.

The key constant across the entire marketing space is content. All marketing is content. To actively drive engagement across the entire customer journey marketing teams need to adopt a content-centric approach to marketing. This is not marketing channel specific (like ‘Content Marketing’ or ‘Inbound Marketing’) but rather a new approach to how your marketing team approaches all of your marketing efforts. 

Content has always been a critical element in the marketing mix, but with the very real increases in content consumption across multiple devices, and the decreasing audience attention span, finding a way to get the most value out of the content your marketing team creates across all marketing channels is critical.

The average marketing team is spending 50% of their budget creating content across all of their marketing channels, but results vary. 

The reality is that marketing channels no longer operate like ‘traditional channels’ - they are now simply delivery methods, and the best marketing teams are using that flexibility to redesign their entire approach to marketing, by putting content at the centre.

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