When companies look to invest into content marketing, they get excited, and scale out their content at crazy rates. However, one of the common issues that is presented when this happens is the concern that when you increase content volume, your engagement will decrease, which leads to what we all know as “content fatigue.” When we try to identify this issue, we miss the crucial aspect of customer engagement and segmentation – the difference between good fit and bad fit customers.
Good fit customers are those who are inherently in line with your product, services, or offering. When you pump out content, they show genuine interest in what you’re writing about and this makes them more likely to engage with your content over time. On the other hand, we have bad fit customers who may at first show some sort of engagement, but it usually leads to just a short time on your blog and then they leave. These aren’t the ideal customers, and their eventual drop off is inevitable, but also beneficial when you’re focusing your marketing efforts.
Content fatigue isn’t something that’s false, but it’s also something that’s set as a tale working against your marketing efforts. Marketers, or sometimes some other person directing the marketing, have a fear that more content, more emails, and more touch points could overwhelm your audience, leading to disengagement. The narrative as a whole fails to account for the nature of engagement among your best fit customers. The customers that are best fit are constantly looking for solutions to their problems, and your content serves as a beacon of guidance and support. For them, your content is an opportunity to solve the problems they have. If this is truly the case, which it usually is, more content just means more enhanced engagement and your perfect fit customers would look at your brand as a valuable resource.
This is why startups should invest heavily into SEO and content marketing. For one, it’s free, you aren’t going to be throwing cash away into a garbage bin to burn. Secondly, you can easily establish your startup as an oracle for answers your ideal customer may have.
There isn’t just a strategy behind scaling the content you have to reach a broader audience. In today's digital age, it’s a necessity. The fear of disengagement shouldn’t even be a thing you think about. Instead, you should focus more on the value and relevance of the content you produce. Your best fit customers are on a journey with you, looking for solutions to their issues that you’re positioned to provide. By increasing content volume, you increase the touchpoints and opportunities for these customers to find the solutions they seek. Here are some tips we suggest you take into account for increasing content and engagement:
Personalization: As you scale the volume of content, personalization becomes your best tool. Content needs to meet specific needs and interests of different customer segments, which will ensure your content remains relevant and engaging. This tailored approach will deepen the relationship you have with existing customers while also attracting new good fit customers to the roster.
Focusing on What Matters: It’s easy to get sidetracked by the engagement metrics that come about when we look at the bad fit customer segment. However, it’s just a distraction, and when you follow it, it will lead you down the path of diluting the brand’s message in an attempt to be everything to everyone. The essence of successful content scaling lies in focusing on your core audience – the good fit customers we spoke about. These are the people who will elevate your brand to growth and success.
The journey of scaling content and distribution should be embraced with open arms and a strategic mind. When you understand the distinction between good and bad fit customers, leveraging personalization, and maintaining a steadfast focus on your core audience, you can transcend the baseless fears of content fatigue. Remember, your best fit customers are out there, eagerly waiting to hear more from you. Your content is not just marketing material; it's a lifeline that connects your customers to the solutions they desperately seek. So, scale with confidence and watch as your engagement levels, and ultimately your business, thrive.