From blog sharing to the perils of over-personalisation: content marketing trends
800% spike in posts puts premium on blog sharing
Recently, content marketer’s biggest worry has been how many posts their publishing. However, this means that a worrying trend in blog sharing rates has been overlooked.
The average number of blogs published by brands each month has skyrocketed by 800% over the last five years. Meanwhile, blog sharing has dropped from an average of 60 shares per article, down to just 7.
There’ve been (largely muted) suggestions of blogging over-saturation for some time now.
Under the current model, it’s clear that nobody wins. Content marketers must act now to boost their share rates.
They must create compelling and unique content that inspires readers to share their carefully crafted blogs.
Generic just won’t cut it anymore. Brand blogs should raid the company cupboard for anything that makes them unique. Explore specialism, size, history, staff or research base to add personality to their posts that readers can’t help but share.
Is there such a thing as content over-personalisation?
Personalisation is the buzzword in content marketing at the moment. 52% of content marketers cite personalisation as their top priority going into 2017.
But, MarTech Today’s Barry Levine has dared to swim against the tide. He published a thought-provoking article that begs the question: “Is there such a thing as over-personalisation?”
Levine cites an example (possibly an urban myth). Target, allegedly, sent crib and baby clothing coupons to a high-school age girl based on previous buyer behaviour. Her father then went to the store to berate the manager about the brand encouraging her to get pregnant. The daughter then had to admit that this was already the case.
This tale tells us that people have different expectations of personalisation for different products and services, and that it’s often better to keep things generic when it comes to highly sensitive topics.
Content marketers should look to find this dividing line by incrementally increasing personalisation while simultaneously enabling consumers to provide feedback that tells them when enough is enough.
Brands should also give consumers capacity to opt out of personalised communications; a requirement that will be aided by the EU’s General Data Protection Regulation if the standard is maintained post-Brexit.
Spotted in the news…
AI bots will write 20% of business content by 2018, according to a new report from Gartner.
AI publishing software – such as Automated Insights – is already being used by the likes of Associated Press, Samsung and Comcast to churn out factual, formulaic articles that readers have found impossible to distinguish from those written by actual people.
While this shiny new tech can churn out a steady 2,000 articles per second, there’s still no replacement that can offer the same insight, humour and humanity as a good ol’ fashioned copywriter.