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It has become a bit of a habit—looking to marketing expert Mark Schaefer to determine how to stay relevant each year. First it was content shock, then content ignition. For 2016, he writes, “Information density is by far the most important trend in marketing today … and in the foreseeable future.” The message? “If you are only focusing on producing content, you’re already behind.
There are only 90 days left until 2016. Let that sink in for a moment—I’ll wait. It seems that each year passes faster than the last, and each day a new content marketing best practice, channel or technique pops up. How can we possibly keep pace? Realistically, we can’t. Not truly. There are just too many things to learn, because content marketers like to create content about content marketing.
Content Marketing, Owned Media First came Content Shock; now comes Content Ignition. Mark Schaefer, the man responsible for coining the term that struck fear in the hearts of every content marketer last year, has promised content ignition will be the “defining trend of 2015.” It’s clear the web has become—and will continue to become—saturated with content.
How big is your email list? If you are a start-up, or if your organization has not been collecting emails over the past several years, it is likely your answer is, “Not big enough!” When considering the size of your email list, you must also ask yourself if all the addresses on that list are there because their owners want them to be.
While Mark Schaefer’s idea of “content shock” has been discredited, marketers still need to do all we can to stand out in the overwhelming crowd of marketing efforts. AT SXSW Interactive 2014, Schaefer’s advice to overcoming saturation was to adopt the newest technology and strategies since those who do are often the ones who come out on top.
You’ve got awesome content, and you’re confident your buyers would love it if they would just open your emails. But that’s the difficult part; actually delivering your eBooks, guides and articles in a manner people will be receptive to. Turns out, email is still one of those ways. In fact, 91 percent of consumers check their email daily, according to ExactTarget, and 74 percen ...