What is Content Loyalty?
In this blog i will explore If there is such a thing as content loyalty. Its not a term I have heard before, and yet think its something to be considered with the enormous amount of content being produced.
So what do I mean by content loyalty? If you think about how many brands and individuals are asking for your attention. They may want you to read their blogs, or sign up to their email list, listen to a podcast, watch their YouTube channel or a whole host of social media channels. Its not over either with new channels appearing such as Periscope and Meerkat.
There is also traditional content that is also fighting for our time and attention such as radio, TV and print.
All of these platforms and being updated with new content at an unprecedented rate. By choosing to read this blog post (and I thank you) you are not consuming someone else's content or doing something else. It is an investment.
As a digital marketer I am completely aware of the investment I make with content consumption and the investment my audience make in consuming my content.
There is only so much content anyone can consume and with so much wonderful, interesting and entertaining content being produced each and every hour where do we start?
Discovery also plays a big part, as we find new content producers we like or existing content producers create a new channel we have to consider if we have the time to include them in our consumption time.
Often what I find personally is that I have swap out a blog or podcast for the new one.
So in order to keep eyeballs and ears on our content we all have to ensure that each piece we create is better than the last and ensures that when the next notification comes through of a new piece of content is ready to consume our audiences want to consume it.
I truth is that it is getting harder to retain eyeballs and I believe that in the end the cream will rise to the top.
It is harder to break through the noise and now everyone and anyone can publish. I am delighted we can and no longer need to seek permission to publish, but lets not underestimate how hard it is to get content loyalty.
This is where we now to look at each member of our audience, those that choose to consume even one piece of our content and really appreciate that. As Gary Vaynerchuk has stated in an amazing video 1>0. He talks about the importance of every single view of your content and it only takes the right person to view a single piece of content to make a difference.
So content loyalty is the privilege of having a regular consumer of your content. Understanding the investment that people are making by choosing you and then serving that audience.
I do not have all the answers in how to do that, other than standing out and adding real value to your audience and always produce content for them first. My advice would be to give it all away, the more transparent and giving you are the better chances of your content standing out.
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Author- Speaker - Consultant. Passionate about all things digital.