Customer Experience and the Content Economy
September 21, 2015
The content economy has skyrocketed. Within just the past five years, brands are investing billions into content strategy to boost customer engagement, broaden communication channels, and draw attention to the brand. While content once was “king,” content now lives everywhere, and it’s become a mere commoner.
As marketers, we’re struggling to differentiate our content from that of our competitors. As consumers, we’ve become experts at filtering out irrelevant content. Our ability to consume content is limited, while the amount of available content feels infinite. We seek out content that has value and meets our needs, quickly dismissing anything that we find irrelevant or uninteresting.
At Content Marketing World in Cleveland last week, 3,500 hundred marketers gathered to tackle this challenge. The mere fact that 3,500 content marketers exist is a challenge in and of itself, as it demonstrates how content has been relegated from king to commoner over the course of less than a decade.
This post originally appeared on Customer Think. The remainder of it can be found there.
Elizabeth Clor is the Sr. Director of Content Marketing and Communications at Clarabridge. In this role, she is responsible for solidifying Clarabridge’s position in the marketplace as the leading Customer Experience Management (CEM) technology vendor. Elizabeth has 17 years of experience in high-tech marketing and communications, and is a regular contributor to various marketing publications. She holds a B.A. of English from the University of Virginia.