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Solving the Internet’s TMI (too much information) problem

As a society, we’re suffering from a bad case of TMI (too much information). So it’s time we look at our symptoms and help develop a proper treatment plan.

Last year, 3.3 million Facebook posts went live every minute, along with more than 50,000 Instagram posts and 400,000+ tweets. It’s clear that the world is producing far more content than can be consumed. And the social media giants of the world are taking note. Facebook and Instagram changed their newsfeed algorithms this year so that posts that a consumer interacts with from friends and family gets pushed to the top of their newsfeed, leaving plenty of brand posts unseen. Despite that, 69 per cent of Asia Pacific marketers are still creating more content in 2016 than they did in 2015, adding to the glut of content. Instead of wasting time and valued resources, it’s time businesses step back and question their content marketing strategy for 2017 and beyond.

You may be asking yourself the following:

Do we need more content?
As the saying goes, it’s quality over quantity. To fight content shock, marketers should focus their energy and resources on crafting high-quality content and optimising their promotion plan rather than increasing the number of posts they write or the quantity of visual assets they create. A few valuable posts, optimised for search engines and uniquely positioned to provide the most value for your customers and prospects, will go much farther than many low-quality posts that don’t speak to the challenges of your target audience.

Where should I invest my budget?
There are some tactics that have proven successful for marketers in the region. One being content promotion through earned media. 67 per cent of marketers in the region who were promoting their content using earned media (including social media and PR) in 2015 indicated that they have increased the amount of budget dedicated to securing earned media coverage in 2016. Another promising investment is paid social promotion. 62 per cent of marketers have increased their spending on that, especially on Facebook and Google Adwords.

However, keep in mind that content promotion won’t impact conversions or your bottom line unless the content itself is valuable. Before creating content, evaluate the articles that are trending for the topic, and see how you can add value to make it even more useful. To take thing things one step further, businesses should also consider fine-tuning their strategy too. Invest in time spent understanding the audience and creating targeted content for them. Businesses who use targeted content have experienced a 19 per cent average increase in sales.

What type of content is most effective?
While marketers should continually evaluate the type of content that resonates best with their audience, there are some formats that work well in the region. Blogging came out on top in terms of effectiveness followed by e-newsletters and online magazines then infographics. These flexible content formats allow businesses to write freely on various topics. To avoid getting lost in the mass of similar posts online, focus on developing a strong keyword strategy to give yourself the best chance of ranking well in Google’s search results. On top of that, craft your content with these pillars in mind. Firstly, develop a central, all-encompassing piece on a given topic, then add links to other content resources like sub topics or cluster content and be sure to include long-tail keywords. This will stand you a good chance of attracting quality (and robust) traffic to your site.

In the digital age of marketing, we will likely see relevance and personalisation play an ever-important role. Be it through smarter algorithms on content platforms or selective attention from consumers who simply have too much content to sieve through. To be seen and heard, it is up to smart, creative marketers to deliver the most value and targeted promotion to their target audiences.

Jeetu Mahtani is the Managing Director of International Operations at HubSpot, where he is responsible for driving HubSpot's growth in Europe and Asia-Pacific. Jeetu launched HubSpot's international operations and has grown HubSpot's customer base outside North America to over 2,000 customers. Prior to HubSpot, Jeetu founded the search marketing and lead generation practice at a marketing agency in the Boston area and grew the business to one of the fastest growing marketing agencies in the region. As a former consultant in the SAP CRM space, Jeetu lived and worked in several countries including the US, Ireland, France, Hong Kong and India. Currently based in Singapore, Jeetu can be seen enjoying local cuisines and exploring garden and nature reserves. He holds an MS in Operations and Information Technology from Worcester Polytechnic Institute.
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