5 Ways To Cut Through Media Clutter With Content Marketing


Welcome to another chapter for Wednesday Wisdom. We believe you liked watching and reading our previous takes on web and mobile app development. I hope those helped you understanding the changing Information Technology landscape.

Now, let’s discuss about reaching out to the right audience at right time and at right place.

What is Media Clutter?
With every tweet, instagram photo and facebook post – the virtual world is getting cluttered. Media Clutter refers to high volumes of marketing messages that touch us every second. With the boom of internet we are now victims of unwanted advertisements, posts and content. According to AOL/Nielsen, 27 million pieces of content are shared each day.

“We’ve gone from being exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today.” ~ Jay Walker-Smith, Yankelovich Consumer Research

Now you can very well make out the relationship between the amount of content shared and amount of content you are exposed to. Here are five tips to help you penetrate through the noise of cluttered media landscape:

1. Know your Target Audience:
This is often overlooked. It is a simple concept and yet companies don’t figure out who are they selling. Don’t be Jack of all Trades. We should clearly outline our target audience. Segment the audience based on gender, age, location, income group, qualification etc.
Seth Godin rightly says, “ Everyone is not your customer”.

2. Go Niche:
This relates to the above principle. When we are targeting customers, we need to be really specific what market we need to serve. Pulizzi, Founder (Content Marketing Institute) notes, “You have to be a specialist, even if you’re a large company. You wouldn’t have one content marketing strategy; you might have 20 little strategies because every one of your audience [segments] has different needs and aspirations”.

3. Be a Content-Curator:
As a content curator, you are showcasing yourself as a supplier of good information: a pipe that filters through the crap and advances the gems. The more people can depend on you and the nature of your information sharing, the more they will in the end bolster you, re-share and tap on your connections, and prescribe you to others. Quality is a differentiator as a curator. “In a world of nearly infinite content, consumers are looking to one-stop shop” – Mike Kaput

4. Re-build your Content in Video/Power-Point/Infographic:
If the audience takes photos seriously then go for a visual content approach. If the audience captivates with long content, go for rich posts that dive deep into your subject matter. If vlogging is what they understand its best you take advantage of the highly engaged audience. “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” – Leo Burnett

5. Follow Market Leaders/Influencers:
Following Leader/Influencer marketing isn’t a one-size-fits-all kind situation. Every Leader/Influencer require their own strategies and bank on stories they produce. We can realize this very easily by analyzing one’s content and seeing what resonates with audience. “Know what your customers want most and what your company does best. Focus on where those two meet” – Kevin Stirtz

5 Tweetable Takeaways

“Don’t forget to segment your target audience when building content strategy”
“Build little content strategies rather than building one collective strategy”
“Curate Content, people will re-share and prescribe you to others”
“Re-build your Content in Video/Power-Point/Infographic when doing content marketing”
“Know what your customers want most and what your company does best”

Internet is the quickest way to cut through the clutter and reach out to the people you really need to reach. So, give it a shot. Please drop comments or suggestions, if any.

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