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Marketing has created so much
annoying noise that consumers and
platforms are starting to sort out the
mess and that means trouble for
brands. 

When you’re the only square on the page everyone notices you.

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If they believe they need what you’ve got to offer, they will buy from
you.

However, when that page is filled with other squares, you have a problem.

You will need to be more innovative to get noticed; maybe you can
become the only coloured square and although this is not as effective as
being the only square, people are more likely to notice you and buy form
you.

But what if all the squares are coloured squares?

You can become the only circle and if that space gets crowded the only
bouncy circle and so on.

This noisy mess is what our marketing landscape looks like to consumers.

Paid advertising is nose diving

Imagine a tiny dot, in a sea of noise, is one of your Paid Ads. What are the
chances that someone will notice it, click on the ad and buy your product?

The average click through rate of display ads across all formats and
placements is 0.06% (Source: Display Benchmarks Tool)

90% of respondents said they never made a purchase commitment after
clicking on an ad (TechnologyAdvice and Unbounce).

But, here’s the big problem: Ad Blocking :
Ad blocking grew by 41% globally in 2015. (Source: PageFair)
UK ad blocking grew by 82% to reach 12 million active users in 12
months up to June 2015
There are now198 million active ad block users around the
world. (Source: PageFair)
Apple introduced ad-clocking to iOS

Why do you need to start thinking about remarkable content?
Because paid advertising is heading for big trouble.
Unless you have a very specific, cost-efficient strategy and a broader
strategy that relies on one-time customer purchases, paid ads is probably
not a good idea.

SEO has changed

There are only 10 organic search slots available on page one of Google.

PWhy is this important? Because the click though rates for the first four
pages of Google are:
Page 1
91.5%
Page 2
4.8%
Page 3
1.1%
Page 4
0.4%

So, here is a big truth about SEO: There is no point in optimising your
content for search engines if it is not remarkable content.

In a nutshell Google ranks content on the following basis: if you
create remarkable content that others share, especially others with
authority, it boosts your content’s authority and that is what Google
notices and ranks.

In a nutshell Google ranks content on the following basis: if you
create remarkable content that others share, especially others with
authority, it boosts your content’s authority - and that is the key factor in
Google’s ranking algorythm.

SEO is simply making sure your remarkable content is understood by the
search enginies and uses the search queries that your preferred
customers use.

o, SEO won’t get you ranked – remarkable content with the right keywords
will.

Content Shock

This brings us to our next reason for creating remarkable
content: Mark Schaefer calls it Content Shock.

This brings us to our next reason for creating remarkable content: Mark
Schaefer calls it Content Shock.
We create:
31.25 million Facebook messages per minute
347 222 tweets per minute
300 hours of video uploaded per minute
2 million blog posts pumped out every day

The amount of content is predicted to increase by 500% over the next five
years.

Here’s the problem we’re facing: there is a physiological limit to how
much content we can consume.

Buzzsumo analysed of 1m articles in a research project with Moz and this
is what they found:
50% of randomly selected posts received 8 shares or less
75% of these posts achieved zero referring domain links

If it is unremarkable your content dies because there is no room for it

Facebook chokes off organic reach

You might have noticed a lot of chatter about Facebook choking off
organic reach with an algorithm called EdgeRank

On average only 2.6 % of people that have liked your Facebook page
actually get to see your post. (March 2015 research from social analytics
and reporting firm Locowise)

Facebook is forcing brands to create remarkable content that is
engaging, relevant and useful content (as it should) to their audience if
they want to be seen.
Facebook likes the following: Likes, Comments, Shares, Images, videos,
Links...

Additionally, you also need to pay to play (Facebook advertising allows
you to be more targeted and strategic in growing your audience.

The brands that win on social media have always understood that it takes
time, money and resources to be successful.

You can’t get away with cutting corners anymore. The platforms and
consumers have finally caught up. 

Remarkable content

Before youstart on how to create remarkable content here are a
few points to consider:
You need to forget about being a marketer and think like a
publisher.
You need to think about creating an emotional benefit for the
audience not a financial benefit for yourself – that latter will be a
consequence of the former.
It will take time, money and resources but it does not have to be
prohibitively expensive – you just need to first take your time to come
up with a great idea.

Remarkable content is content that Connect, Engages and Moves

or to put it in another way content that is seen, loved and
shared

What is needed:

Your content has to have a clear, unambiguous persona, theme and
approach that will resonate with your typical buyers

It has to be content that is quick and easy to digest. Focus on:
Video
Infographics
SlideShare Presentations
Images
And then underpin these with long-form blogs, case studies and
whitepapers

It has to be content that makes an emotional connection – either:
An informative A-ha!
A heart felt Haaa!
An impressed Oh-wow!
Or an entertaining Ha-ha!

An analysis by Buzzsumo of the top 10 000 most shared articles across
the web showed the most popular four emotions invoked were:
awe (25%)
laughter (17%)
and amusement (15%)
joy (14%)

Make everything look good and professional

Create descriptive, emotive, catchy headlines

Create content that engages your audience so you can build relationships
– the main focus of all you content should be to build an alpha
audience – allies, not just followers.

Create remarkable content regularly and consistently

With this you are on your way to create a Hero Brand
"When people believe that what you believe is what they believe, they
turn you into a belief." Michael Bassey Johnson

Stop marketing – become a
Social Publisher

Remarkable content by WAKSTER.
http://www.wakster.com/

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