The Content Marketing Paradox

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Social media is a quick and inexpensive platform for content distribution. However, there are limitations. A tweet, for example, has a character limit, and its penetration hinges not only on how many tweets a person views, but by the very nature of its length. According to Scripted research, the average lifespan of a tweet is eighteen minutes.⁶ The same would be true to varying degrees for Facebook, Instagram, and other social media platforms. Although sponsored tweets or posts can be more prominent on these platforms, the creation of new, unique content is perpetually needed to increase the chances of viewer engagement. Otherwise, the content becomes buried on high-volume platforms and conveys little that will resonate with potential consumers

Effective short-form marketing strategies recognize the significance of oversaturation and the volatility of a given social media platform’s popularity. “By early 2015, marketers faced a problem. In the rush to ‘do’ content marketing, brands of all shapes and sizes created more content on more and more channels. The result? Many brands wasted their marketing investments churning out content on every new platform that reared its head. We call this trend the content marketing paradox: creating more content with less return. In 2015 alone, the output of content per brand per channel increased by 35%, but engagement fell by 17%.”¹

Even if these methods lead to pervasive brand awareness, they do not necessarily result in driving consumers to specific services or products. While buyers share blog posts with co-workers slightly more than white papers or case studies (40% of the time to 35% and 33% respectively), buyers self-reported using whiter papers and case studies far more than blog posts and infographics in making B2B purchasing decisions.⁷