Think developing or commissioning great blog content is already hard on your brand? According to some sources around the web, this process is only going to get harder as more and more viewers “tune out” selections that just don’t do much to attract their attention. Even with this menace – known as content blindness – looming on the horizon, that doesn’t mean it’s time to call it quits when it comes to your organization’s blog writing initiatives. With a proper understanding of this issue, and a few crucial tips and tricks added to your content marketing arsenal, you’ll be in a great position to offer up posts that stir up a lethargic viewership and leave the competition wondering where it all went wrong.
What the Heck is Content Blindness?
If the term “content blindness” has you scratching your head and wondering just what the heck this buzz word means, don’t worry – you’re not alone. As Mark Bergen of Advertising Age explains in his look at this growing problem, content blindness is an issue that stems from a longstanding problem within the greater digital marketing community.
Essentially, the roots of this concept go all the way back to the heights of banner ad reach and effectiveness. As this form of online advertising took the web by storm, everyone joined in on the practice. This massive influx of banner ads on virtually every site has led to a digital landscape in which most viewers are desensitized to the practice, effectively ignoring ads that don’t go above and beyond the status quo.
Content blindness represents the transition of this issue into the world of blog writing and other content marketing practices. As more and more brands tip their hats into the fray and offer substandard selections for online consumers, it’s only natural for these browsers to turn a blind eye to the constantly growing mountains of drab or stale offerings.
Sounding the Alarm
So with content blindness cutting off the marginal benefits of a bare bones content campaign, it’s time to pack up your bags and leave the world of blog posts, white papers, and other value-driven pieces behind, right? This mentality actually couldn’t be farther from the truth. While there’s no denying that simply having a blog for the sake of joining the marketplace isn’t good enough anymore in terms of reach and effectiveness, that doesn’t mean that the various iterations of content marketing no longer have anything to offer to your brand.
Cooler Heads and Effective Strategies Will Always Prevail
The reality of the situation is that if you want to generate some buzz on the web, you’re going to have to stand out with your content – or work with a team that knows how to navigate the modern world of content development and creation. In her look at how to combat content blindness, Tessa Wegert of The Content Marketing Institute points to three major signs that you’re on the right path.
First, ensure that you or your content professionals build blog selections, social posts, or other offerings in such a way as to give your brand a unique or “signature” feel. Rehashing the same old junk that’s been floating around the web might be the easiest option in front of you, but it doesn’t do much to set your brand apart from the masses that are already employing this substandard strategy.
Aside from the need to produce unique content that’s tailored to your brand image, the next mark of a brand that has stepped out from the shadow of content blindness is a willingness to avoid the “content lull.” If you’re new to the content development process, the idea of falling into a lull and losing inspiration seems a little far-fetched. However, the truth of the matter is that fighting back against a dwindling amount of focus comes with virtually any practice that’s repeated for extended periods of time, with content creation being no exception to this rule.
If you’re able to keep focus and build a signature feel, the last trait on Wegert’s radar is the ability to startle and surprise your audience early and often. One of the biggest ways to combat content blindness is by forcing the reader on the other side of the screen to stop and take notice of your content. Whether it’s a cutting edge look at a major problem, or timely response pieces to the latest news and happenings in your industry, having this mindset guiding your way – along with the rest of what you’ve learned here – is a surefire way to kick content blindness to the curb and build a lasting bond with your viewership at the same time.