Often at Animalz, we talk of the distinction between a content publication, and a content library.Most content marketing strategies — rightfully — depend upon organic search as the primary driver of their traffic. But from our own data, that means that as few as 17% of visitors ever return to your content.
Instead of addressing a single audience of loyal, engaged devotees — like a publication — most content exists to answer a single search query, before the visitor disappears back into the ether. In that way, most blogs are more like libraries, loaning out a single book in response to a single visitor’s question.
But in an age of saturated search results and “zero click” searches, over-relying on organic search traffic may, in the not too distant future, pose problems for content marketers.
In today’s episode. I talk with Andrew Montalenti, Founder and Chief Product Officer at content analytics platform Parse.ly.
We use Andrew’s experience working with some of the world’s largest publishers — the likes of WIRED, The Wall Street Journal, and Medium — to explore the changing face of content marketing. We talk through “platform-risk” and the growing need to diversify marketing channels; we dig deep into content attribution and analysis; and we share “publication”-inspired strategies that B2B and B2C brands can apply to their own content marketing.
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