Digital Inbound Marketing Blog

Cutting Through the Clutter of Online Content Marketing

Posted by David C Aaronson

Jun 15, 2016 7:00:00 AM

With 4.67 billion pages online, it's no wonder that a number of online publishers, digital marketing agencies, and online marketing professionals, are somewhat overwhelmed with the speed of content creation. In fact, according to ACI Information Group, Google handles over 4 million online searches every single minute (of course this number just keeps growing). So, does this mean that reaching a portion of the 2.5 billion global internet users is next to impossible? Actually, no, it doesn't.

Content marketing

Yes, the internet is overcrowded, and yes, it's extremely difficult to usurp an incumbent competitor from the top of a given search result. However, that simply doesn't mean that the content you create today won't have a lasting impression tomorrow. It's not about what you write, but about whom you write for and the words you use.

Richard Ellis, of makes a compelling case about how "numb" readers feel, about how inundated there are with content that often seems forced, seems repetitive, is rarely if ever unique, and with how indifferent readers have become to the same tired buzzwords. It's the overuse of these buzzwords that takes away from what you have to offer. It erodes creativity and confuses the message you're trying to deliver.

Ellis likens the current situation to what he refers to as the "Suspension Bridge Effect" (SBE), a simple way of explaining the vast distance between what you want to provide (products, services or information) and what your target audience is looking for. It's the trendsetters that build the bridges, while the rest of us latch on in order to show that we too know what we're talking about.

The issue is exacerbated by overused buzzwords, ones that no longer have any meaning, or more importantly, ones that mean different things to different people. Herein lies the problem; trying to appeal to too large an audience means you never really appeal to anyone. When you cast too large a net you're bound to be disappointed. Using the same tired buzzwords, instead of speaking directly to your customer, is the main reason why your message isn't getting through. So, what solutions are there?

You Have the Online Marketing Tools

Appeal to Your Target Audience: First, don't try to appeal to too large an audience. You have the online marketing tools and analytics you need to reach your customers. Use those tools and use your customers' feedback to improve that message. It's ultimately a continuous feedback loop, one where you continually tweak your message based on what your customers tell you. If you need help, then take the time to work with a knowledgeable inbound marketing consultant.

Content marketing 

Simplify Your Internet Marketing Strategy: Second, stick with one end-goal in mind. You want to deliver a marketing message that's easily understood. That means describing exactly what you're offering and how your product, service or information is a must-have. This involves defining what your customers want, how they want it and how you can help solve a problem or alleviate a going concern.  

Offer a Complete Picture: Third, use buzzwords sparingly and focus on clarity. Granted, a well-written document with fancy words can have a lasting impression. However, if you ever find yourself reading a sentence over and over again, and then asking yourself what you've just read, then it's a sure sign that it lacks clarity and has too many buzzwords.

Keep things simple. Focus on your target audience and after each sentence ask yourself if it's clear, makes sense and if the content you've created answers a question and or solves a problem. Avoid buzzwords and use your customers' feedback to improve your overall marketing message.

30 Greatest Lead Gen Tips from Digital Inbound

Topics: content marketing