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Can Content Blindness Really Ruin Your Blog Writing?

By: David Tile| Founer @ Article-Writing.co
Posted On: April 16, 2015
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 article writing for websites 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 article writing for websites 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.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.