The great burden of content marketing is that no one sees what you post

The great hope in digital marketing – or that was what studies, market trends and spending projections pointed out a few years ago – is in content marketing.

The reasons why content marketing has become a kind of solution to all ills are clear and can be summarized in that consumers hate traditional ads while content, however ‘branded’, offers an extra item. The brand is not exactly advertising, or at least not advertising as usual, but is giving interesting information or entertaining its recipients.

Brands have begun to invest a lot of money in content and to bet on creating all kinds of formats that fit what their potential consumers want. Downloadable reports such as ebooks or white papers, sponsored news and thematic channels in the media or even documentaries have crept into the list of elements that companies and their marketing and communication teams create. The contents are taken care of, one could almost say that they are pampered, because their potential value and return make them very interesting.

However, in all this race for content and its benefits, we must take into account something that the media themselves have been learning over the years. Not only do you have to have very good content, you also have to make sure that the audience reaches them. In the universe of multiple channels and content sources in which we now operate, that is an increasingly pressing problem.

In theory, and it could almost be said that in an ideal world, having quality content should be enough for users to reach that content and for it to differentiate itself from others. In the real world, quality is important, because it will be what makes users stay with your content, but it is not the passport to fame or page views.

The media knows it very well: you can publish high-quality content, a very interesting one, and hardly anyone read it. The same thing happens to content marketing and making sure that the work has been done to facilitate that content is discovered is essential.

The problem of content that nobody sees

The figures, as a study by Contentsquare has just shown, suggest that there is still much to do, despite the fact that things have been greatly improved. Of everything that is published on the web, practically half remains unseen. He’s there, but he doesn’t have anyone on the other side of the screen.

Specifically, the online content that remains unseen by anyone is 45%. The figure is staggering and, although it may seem incredible, it is good news. The Contentsquare accounts from the previous year were much more negative. 69% of the content remained unseen by anyone.

Fashion and beauty, those with the worst data

Data varies by industries and by content verticals. It could be said, in general, that in those areas in which there is more competition for content and in which it is produced more, it is more likely that some content will remain unseen. Thus, the ranking of unseen content is led by beauty (60%) and clothing (59%).

Against them, much more specific markets and with a much more limited target audience achieve much better figures. The percentage of unseen content drops to 36% in finance and 25% in B2B.

Curiously, and as an exception that breaks the rule, the contents with the best viewing data belong to a very popular category and in which a lot of contents are produced. Travel is the one with the lowest percentage of unseen content: 33%.

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