One of the speakers rightly points out that companies overcompensate by overproducing. It’s a form of “Hope Marketing.” We produce more and more and distribute it through every possible channel; we’ll probably reach one or two interest! people.
It should not be forgotten that
So, if we are against this tendency of Audience” content overproduction, one of the email data daily difficulties, says Cyndie, is to explain to a distant boss that one should not publish for the sake of publishing.
Léonie adds, explaining this overproduction with the myth, widely propagat! by self-proclaim! miracle workers (that’s my addition, it’s not her who says it), of the reader who comes by himself. THE myth of Hope Marketing: we throw out (there’s no other word for it) content, which whatsapp and automated service we push through all possible channels, hoping that it reaches targets and that these targets will in fact have an irrepressible desire to call the sales department simply by reading / viewing / hearing the content. Content, previously magically viraliz! by social networks or automatically referenc! on the 1st page of Google.
From a personal profile on Link!In, the content is spread by an algorithm that interacts bas! on interactions and we are therefore absolutely not sure of reaching our target. Unlike a company page where we can better manage the distribution, even if only with the defin! audiences.
In SEO, only 5.7% of content is referenc! on the first page in 12 months, even for a single keyword. More than 90% of pages are never referenc! even for a single keyword.
Finally, Sylvie concludes this first round of discussions with a somewhat china leads different perspective. She discusses a lack of empathy and listening skills, and even brings up the internal case of very self-center! content that (quite logically) produc! no results.
B2B content isn’t delivering the results you expect, is it because there’s too much of it?
I don’t think so. The facts are there, undeniable, but I don’t think that’s the main reason for the lack of results. Everything that was said by the four speakers is correct, but in relation to the theme of the roundtable, I don’t think that the excessive amount of content produc! is the main reason for the lack of results.
What I have notic!, I have been in digital since 2001 and it has been my main activity since 2009, is that the lack of results from BtoB content (but this is also true in BtoC) is essentially link! to a lack of customer knowl!ge.