Peak Content: Time to lift the bar when blogging as a marketing tool

Last week, I attended the Digital Futures event held in Adelaide by InDaily and mUmBRELLA, to explore how digital technology is impacting business and society.

One of the panelists, Eric Beecher, who is a lauded journalist and editor, made a strong case for the notion of Peak Content.

Peak Content means we have exploited content creation past the point of sustainability and now there is too much.

As he was sharing this observation, I was thinking about you and me as business bloggers and whether Peak Content means it is time to throw in the towel or not.

I’m here to say, NOT.

Instead, it is time to lift the bar, get smarter, and grasp the nuance involved in helping our content connect with the people we are targeting.

Peak Content: Is there too much content?

Amid the irony of this topic, I was invited to the event to record it for use in my podcast, The Adelaide Show, which is a source of more content for the world, focussing on South Australia.

As an aside, we had a superb episode recently with Mr Baker himself, Patrick Baker, on the history of Iced Coffee marketing in South Australia.

Here is the moment when Eric Beecher first outlines the case for Peak Content.

While some bloggers might lose heart upon hearing Eric’s reading of the situation, all it says to me is we need to be smarter and more strategic in what we produce and how we share it.

David Washington from InDaily also reported on the Peak Content comments, in this article.

Better blogging in a time of Peak Content

Something I have preached about for almost a decade in my blogging workshops and keynotes, is how the art of blogging is a very utilitarian device.

We should not only be blogging for our organisations for the search engine optimisation benefits, we should be exploiting it for its:

  • professional development benefits (try writing about your enterprise regularly and you will get better at understanding the value of what you do in the minds of others)
  • social media content (regular bloggers have plenty of interesting content to share in their social media channels, ranging from simply sharing links to their blog articles to repurposing their articles and topics into images, video and discussion starters)
  • sales material (thorough bloggers cover a range of different questions and needs that prospective clients and customers have, thus creating a growing knowledge bank for use in later sales situations)
  • training and customer support value (we use many of our blogs in a structured way to help induct new team members across a range of issues, and a bank of articles becomes very handy for helping team members answer client enquiries)

These are just a few of the ways we help clients understand the value of blogging.

Does Peak Content mean blogging is over the hill? Hell, no!

My take away from Eric’s piece is to emphasise that if our content is now in a deeper ocean of content and alternative articles than ever before, as bloggers we need to spend time thinking about how and when we place our work in front of the right people at the right time.

And this is where the use of automation to serve ads or blogs to consumers at the right time starts becoming more valuable to explore.

However, some of the basics of good blogging, such as being narrow and niche in your titles and content so Google will be more likely to connect your piece to your desired consumer when they have specific questions, become mandatory.

Peak Content might or might not be a fair summary of the marketplace at the moment, but either way it is more crucial than ever before to take blogging seriously and apply a deeply strategic approach.