Like people, every business has a story. If it’s a good story, it informs, inspires, entertains and helps people find solutions to the problems they’re having. But, good stories don’t always matter. In particular …
It’s painful but true. Stories aren’t worth the time, effort or the resources you put into them unless they’re seen, heard or read. Therefore, regardless of how brilliant, witty or profound your story may be, if your intended audience doesn’t know of its existence – it’s a waste of time. The problem is that today we are all living in a state of infobesity in that every day we create and use more information than we really know what to do with.
High-Impact Content Conquers Infobesity
These days, with at least 5 Exabytes (Hint: 1 Exabyte = 1 Billion Gigabytes) of content being created every single day, it only makes sense that customers and prospects have a difficult time separating the wheat from the chaff when it comes to which content deserves their limited reserves of time and attention. So, how can we increase the likelihood that our target audiences engage with our useful content, rather the marketing junk crowding the digital landscape?
Before we delve into creating our stories, we must first understand what it takes to prepare our content to conquer infobesity. In a nutshell, this means ensuring the content we create is findable, discoverable and credible.
Content is:
- Findable when someone actively searches for a solution to a problem and they find MarkLogic.
- Discoverable when someone happens upon, or discovers, interesting MarkLogic content while on a social media platform.
- Credible if the facts, promised solutions and the authenticity of the author all check out. Credibility is greatly enhanced by third party referencing gained from media interviews, contributed articles and so forth (i.e., Public Relations efforts).
Key Takeaway
These days, it’s very difficult to create content that will stand out and get noticed. All of the content marketing guidelines set forth throughout this site are intended to help us create content that’s findable, discoverable, and credible. If we are successful, we can leverage our content to attract, engage and help our target audiences – leading to increased sales for MarkLogic.