{"id":49577,"date":"2021-03-05T09:14:52","date_gmt":"2021-03-05T14:14:52","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=49577"},"modified":"2024-03-28T08:52:26","modified_gmt":"2024-03-28T12:52:26","slug":"the-flood-of-content-and-why-we-cant-stop-creating-more","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/the-flood-of-content-and-why-we-cant-stop-creating-more\/","title":{"rendered":"The Flood of Content and Why We Can\u2019t Stop Creating More"},"content":{"rendered":"<p>As the 2020 pandemic leaks into 2021, one trend stands out. People sheltering at home need content. And lots of it. From streaming services to podcasts, from videos to internet content, they have a never-ending hunger for the next click.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Part of the response to the pandemic comprises people searching for information. When consumers have problems, they turn to the internet to find solutions. So if you don\u2019t have great content on your website that answers your customers\u2019 questions and explains how you can solve their problems, they\u2019ll click away. Since we purportedly have the attention span of a goldfish, you have mere seconds to make an impact.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Deloitte conducted an interesting survey where they looked at people\u2019s media consumption pre-COVID-19 and post to see how their tastes had changed. In a press release, they reported post-COVID-19 findings such as:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>80 percent of U.S. consumers pay for a streaming subscription.<\/li>\n<li>47 percent use a free ad-supported streaming service to save expenses.<\/li>\n<li>38 percent tried a new digital activity like live-streaming.<\/li>\n<li>A third of consumers and close to half of Gen Z and Millennials relied on video games to get through.<\/li>\n<\/ul>\n<p>This flood of content helped people manage the stress and uncertainty brought on by the pandemic. Take this amazing acceleration of content consumption as your chance to survey consumers with insightful questions about their wants and needs. Then, use their answers to re-evaluate your content marketing plan going forward.<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-49578 size-large\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content1-1024x683.jpg\" alt=\"A hand holding an iPhone\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content1.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content1-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content1-768x512.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content1-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content1-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>What content means to your bottom line<\/h2>\n<p>Companies around the country and the globe had mixed reactions to the economic effects of the pandemic. Many businesses closed; others stayed open but were severely crippled. Then, there were some businesses that boosted their online sales for unprecedented growth compared to their performance pre-COVID-19.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>According to <a href=\"https:\/\/www.digitalcommerce360.com\/2020\/05\/14\/the-coronavirus-pandemic-exposes-brands-that-were-slow-to-embrace-ecommerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digital Commerce 360<\/a>, an analysis shows amazing results:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>Companies that conservatively stepped away from content marketing spending found their sales dropped around 40 percent.<\/li>\n<li>Brands that held to their original content plan saw sales raise by 8 percent.<\/li>\n<li>Some businesses that aggressively worked a digital marketing and promotional campaign saw an increase in sales of 70 percent.<\/li>\n<\/ul>\n<p>The lesson learned per Digital Commerce 360 is, &#8220;The brands that are fighting for it are taking wallet share.&#8221;<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Today\u2019s pandemic-weary consumers are ordering things online that they\u2019ve never tried. Some are purchasing more online because that\u2019s their only option. Either way, if you\u2019re not out there promoting content, consumers likely won\u2019t find you.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>For those brands slow to adopt e-commerce<\/h2>\n<p>Brick-and-mortar retail stores, restaurants, cinemas, and other entertainment outlets were hardest hit. Then there were the mom-and-pop shops that hadn\u2019t gotten around to going online. If you don\u2019t have an online presence, your customers won\u2019t know if you\u2019re open. And if they can\u2019t find any online content about you, they\u2019ll find the next best option. Out of sight is really out of mind.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Are there any lingering doubts about the essential nature of of a digital presence? If you want to stay in business for the long term, invest in a digital transformation and a premiere content marketing plan. Consumers today expect fresh content that\u2019s relatable, easy to digest, and quick to find.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><a href=\"https:\/\/www.nytimes.com\/interactive\/2020\/04\/11\/business\/economy\/coronavirus-us-economy-spending.html\" target=\"_blank\" rel=\"noopener noreferrer\">The New York Times created a visual of this amazing shift<\/a> in spending on digital marketing:<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-49579 size-large\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content2-1024x345.png\" alt=\"Change in spending through different industries\" width=\"1024\" height=\"345\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content2.png 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content2-300x101.png 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content2-768x259.png 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content2-50x17.png 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<div class=\"div-spacer\"><\/div>\n<p>As BDO aptly puts it in their article about the rise of the digital economy, &#8220;<a href=\"https:\/\/www.bdo.com\/insights\/business-financial-advisory\/strategy,-technology-transformation\/covid-19-is-accelerating-the-rise-of-the-digital-e\" target=\"_blank\" rel=\"noopener noreferrer\">It\u2019s go digital, or go dark.<\/a>&#8221;<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>What this means for you<\/h2>\n<p>You can\u2019t stop creating content. Thanks to the fundamental change in the world today, digital content is essential. Luckily, there are many types of content people like to consume, like:<\/p>\n<table style=\"font-weight: 400; height: 185px;\" width=\"693\" data-tablestyle=\"MsoNormalTable\" data-tablelook=\"1184\">\n<tbody>\n<tr>\n<td data-celllook=\"4369\">\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Blog posts<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Podcasts<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Webinars<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Audio\/video<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<\/td>\n<td data-celllook=\"273\">\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Infographics<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Articles<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Social media<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Website content<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<\/td>\n<td data-celllook=\"273\">\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Newsletters<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">E-mails<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">E-books<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span data-contrast=\"auto\">Livestream events<\/span><span data-ccp-props=\"{&quot;335559740&quot;:263,&quot;469777462&quot;:[560,1080,1440,1800,2160,2880,3600,4320],&quot;469777927&quot;:[0,0,0,0,0,0,0,0],&quot;469777928&quot;:[1,1,1,1,1,1,1,1]}\">\u00a0<\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>This is not meant to overwhelm you but to show you the many options you have for creating engaging and interesting content your customers want.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>The best way to make sure you\u2019re targeting your audience appropriately is to survey them at all stages of the buying cycle. Ask them what kind of information they need in each phase, how they like to consume that content, what kinds of questions they need answered or problems solved, how often they like to get content, and where they like to get content (e.g., in their email box or on a website).<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Keep digging deeper with survey questions (without being a pest) because you will need constant, consistent, and fresh content. And you\u2019ll need a content marketing plan to capture ideas, schedule content, and track your efforts. HubSpot has a free <a href=\"https:\/\/offers.hubspot.com\/content-planning-template?hubs_post-cta=anchor&amp;hsCtaTracking=a145a75e-59f6-4b51-a482-4f3ea486e740%7C1ed61d41-0c2b-4c81-8e4d-787d4157ee82\" target=\"_blank\" rel=\"noopener noreferrer\">content marketing planning template<\/a> to make this process easier. Read through the directions on how to use the template, and check out the FAQs at the bottom. The more information you\u2019re armed with, the better your plan will be.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>Reap these benefits of content creation<\/h2>\n<p>There are many benefits of content creation (e.g., you can search this online and find some great content about it). The most important ones are:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>You build a relationship with your customers. You can get to know them better online and personalize all of your interactions with targeted messages.<\/li>\n<li>The more your customers hear from you, the more they\u2019ll trust you. You\u2019re a voice of wisdom online that\u2019s helping them solve their problems.<\/li>\n<li>It sets your brand apart from your competitors as a thought-leader to add credibility. Customers want solutions; make sure you provide the most credible information on the internet.<\/li>\n<li>You nurture leads and prospects with great content. Visitors will come back to you when they\u2019re ready to buy.<\/li>\n<\/ul>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-49580 size-large\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content3-1024x703.jpg\" alt=\"A camera shooting a Podcast\" width=\"1024\" height=\"703\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content3.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content3-300x206.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content3-768x527.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/03\/Content3-50x34.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/h2>\n<div class=\"div-spacer\"><\/div>\n<h2>Final thoughts<\/h2>\n<p>Content is the very heart of every single digital marketing plan. Consumers are hungry for content. We can\u2019t afford to stop creating it if we want to keep them returning to us repeatedly. The best way is to get close to your customers online, find out what they really want or dream about, and make it happen for them. A <a href=\"https:\/\/www.sogolytics.com\/blog\/a-happy-customer-is-a-repeat-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\">happy customer<\/a> always returns.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>McKinsey &amp; Company predicts <a href=\"https:\/\/www.mckinsey.com\/~\/media\/McKinsey\/Business%20Functions\/McKinsey%20Digital\/Our%20Insights\/How%20six%20companies%20are%20using%20technology%20and%20data%20to%20transform%20themselves\/The-next-normal-the-recovery-will-be-digital.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">the &#8220;next normal&#8221; for us<\/a>, the recovery of our economy, will be digital. Post-COVID-19, life as we know it, our public health, and businesses around the world are evolving online. Make sure you\u2019re on the right path.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As the 2020 pandemic leaks into 2021, one trend stands out. People sheltering at home need content. And lots of it. From streaming services to podcasts, from videos to internet content, they have a never-ending hunger for the next click. Part of the response to the pandemic comprises people searching for information. When consumers have problems, they turn to the internet to find solutions. So if you don\u2019t have great content on your website that answers your customers\u2019 questions and explains how you can solve their problems, they\u2019ll click away. Since we purportedly have the attention span of a goldfish, you have mere seconds to make an impact. Deloitte conducted an interesting survey where they looked at people\u2019s media consumption pre-COVID-19 and post to see how their tastes had changed. In a press release, they reported post-COVID-19 findings such as: 80 percent of U.S. consumers pay for a streaming subscription. 47 percent use a free ad-supported streaming service to save expenses. 38 percent tried a new digital activity like live-streaming. A third of consumers and close to half of Gen Z and Millennials relied on video games to get through. This flood of content helped people manage the stress and uncertainty brought on by the pandemic. Take this amazing acceleration of content consumption as your chance to survey consumers with insightful questions about their wants and needs. Then, use their answers to re-evaluate your content marketing plan going forward. What content means to your bottom line Companies around the country [&hellip;]<\/p>\n","protected":false},"author":42,"featured_media":49242,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75,194],"tags":[374,365,415,594,30,32],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Flood of Content and Why We Can\u2019t Stop Creating More - Sogolytics Blog<\/title>\n<meta name=\"description\" content=\"Content consumption has drastically increased since the COVID-19 pandemic. Take advantage of all the eyes and vamp up your content marketing plan.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sogolytics.com\/blog\/the-flood-of-content-and-why-we-cant-stop-creating-more\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Flood of Content and Why We Can\u2019t Stop Creating More - Sogolytics Blog\" \/>\n<meta property=\"og:description\" content=\"Content consumption has drastically increased since the COVID-19 pandemic. Take advantage of all the eyes and vamp up your content marketing plan.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sogolytics.com\/blog\/the-flood-of-content-and-why-we-cant-stop-creating-more\/\" \/>\n<meta property=\"og:site_name\" content=\"Sogolytics Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-05T14:14:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-28T12:52:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2020\/12\/general-4.png\" \/>\n\t<meta property=\"og:image:width\" content=\"478\" \/>\n\t<meta property=\"og:image:height\" content=\"714\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Kathy Edens\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sogolytics.com\/blog\/the-flood-of-content-and-why-we-cant-stop-creating-more\/\",\"url\":\"https:\/\/www.sogolytics.com\/blog\/the-flood-of-content-and-why-we-cant-stop-creating-more\/\",\"name\":\"The Flood of Content and Why We Can\u2019t Stop Creating More - Sogolytics Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.sogolytics.com\/blog\/#website\"},\"datePublished\":\"2021-03-05T14:14:52+00:00\",\"dateModified\":\"2024-03-28T12:52:26+00:00\",\"author\":{\"@id\":\"https:\/\/www.sogolytics.com\/blog\/#\/schema\/person\/8c1bd6009f414ebed9f5d54e258bb581\"},\"description\":\"Content consumption has drastically increased since the COVID-19 pandemic. 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She believes collaborating with a variety of individuals from all walks of life and different experiences makes content come alive.\",\"url\":\"https:\/\/www.sogolytics.com\/blog\/author\/kedens\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Flood of Content and Why We Can\u2019t Stop Creating More - Sogolytics Blog","description":"Content consumption has drastically increased since the COVID-19 pandemic. 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