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Content vs  Service  - The Battle for Your Attention

Content is at the heart of nearly all marketing conversations today. Every business wants to create faster, cheaper and better content in order to stay relevant. And the changing nature of digital advertising has become even more apparent as every major brand has become its own publisher, fully equipped with a newsroom.  This influx has created an industry challenge: content is now an abundant resource. Everyone is making it. To solve this problem and get their content noticed, brands need to focus on a scarce resource, service—a solution that focuses on the delivery of content.   

Everyone is a publisher these days. According to Chartbeat, there is a whopping average of 92,000 articles posted on the web everyday. This equates to roughly 1,194,902,462 of engaged minutes or about 10 seconds for every person on earth. These numbers are not only exponentially increasing, but the content is getting more engaging.  We have a new ecosystem of tools that enable people to quickly create better content and on a cheaper budget. For instance,  Wibbitz is a startup that allows users to produce digital videos for any text story within a matter of seconds. And then there is Silk, a tool that visualizes your data in a beautiful and simple way. Over lets you add text and artwork to your photos. And the list goes on. 

Adding to the tsunami of content is not going to move the needle. We might get a marginal improvement in click through rate over display banners, but it is going to be hard to break through the clutter. To get people’s attention, we need to add value to the content and this can be done through service.  Below are a few examples of service’s ability to better deliver and tailor trending content.    

Nuzzel  makes it supper easy to see your friends’ news. You can discover the best news stories shared by your friends on Facebook and Twitter, without missing a thing or feeling overwhelmed.  Newsle, a company acquired by LinkedIn, does the same thing by leveraging your LinkedIn and Gmail network. These startups are founded on a simple human principle: people care about people, not products or features. Therefore, they like to read the content that matters to their social and professional network.  

How you can make this applicable: 

If you are a brand that sells chocolate, you can apply the same principles. Rather than just adding to the vast amount of content out there (e.g., articles on the history, types, latest trends on chocolate), you can create a service layer by providing a curated newsfeed from your customer network with links to relevant tasting events that you are hosting in the area. 

NewsWhip tracks all content that is shared on social networks. The platform instantly identifies trending stories, engaging  writers and key influencers within thousands of niches and locations.  

How you can make this applicable: 

If you are a B2B brand that sells software, not only can you provide the latest trends in your category but you can also add a layer of service by delivering answers from experts within 24 hours to any relevant question about the industry’s latest trends.  

 In summary, content has become the price of entry to the ballpark in today’s connected world. Everyone is doing it. This does not mean that you should not create your own content but, if you want to break through the noise, you need to include service  to make it relevant, personal and noteworthy. 


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