Marketing is becoming increasingly noisy, making it difficult for brands to stand out. Paid advertising effectiveness is declining as ad blocking rises. Both search engine optimization and social media success now depend on creating remarkable content that connects with audiences on an emotional level and inspires sharing. To rise above the noise, brands must publish engaging, visually appealing content regularly that focuses on building relationships rather than just accumulating followers.

1. Marketing has created so much annoying
noise that consumers and platforms are
starting to sort out the mess and that
means trouble for brands.

2. When you’re the only square on the page everyone notices you.
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3. • If they believe they need what you’ve got to offer, they will buy from you.

4. However, when that page is filled with other squares, you have a problem.

5. You will need to be more innovative to get noticed; maybe you can become the
only coloured square and although this is not as effective as being the only
square, people are more likely to notice you and buy form you.

7. But what if all the squares are coloured squares?

8. You can become the only circle and if that space gets crowded the only bouncy
circle and so on.

9. This noisy mess is what our marketing landscape looks like to consumers.

10. Paid advertising is nose diving

11. Imagine a tiny dot, in a sea of noise, is one of your Paid Ads. What are the
chances that someone will notice it, click on the ad and buy your product?

12. The average click through rate of display ads across all formats and placements
is 0.06% (Source: Display Benchmarks Tool)

13. 90% of respondents said they never made a purchase commitment after clicking
on an ad (TechnologyAdvice and Unbounce).

14. But, here’s the big problem: Ad Blocking :
Ad blocking grew by 41% globally in 2015. (Source: PageFair)
UK ad blocking grew by 82% to reach 12 million active users in 12 months up to
June 2015
There are now198 million active ad block users around the world. (Source:
PageFair)
Apple introduced ad-clocking to iOS

15. Why do you need to start thinking about remarkable content? Because paid
advertising is heading for big trouble.
Unless you have a very specific, cost-efficient strategy and a broader strategy
that relies on one-time customer purchases, paid ads is probably not a good
idea.

16. SEO has changed

17. There are only 10 organic search slots available on page one of Google.

18. PWhy is this important? Because the click though rates for the first four pages
of Google are:
Page 1 91.5%
Page 2 4.8%
Page 3 1.1%
Page 4 0.4%

19. So, here is a big truth about SEO: There is no point in optimising your content
for search engines if it is not remarkable content.

20. In a nutshell Google ranks content on the following basis: if you create
remarkable content that others share, especially others with authority, it
boosts your content’s authority and that is what Google notices and ranks.

21. In a nutshell Google ranks content on the following basis: if you create
remarkable content that others share, especially others with authority, it
boosts your content’s authority - and that is the key factor in Google’s ranking
algorythm.

22. SEO is simply making sure your remarkable content is understood by the search
enginies and uses the search queries that your preferred customers use.

23. o, SEO won’t get you ranked – remarkable content with the right keywords will.

24. Content Shock

25. This brings us to our next reason for creating remarkable content:
Mark Schaefer calls it Content Shock.

26. This brings us to our next reason for creating remarkable content: Mark
Schaefer calls it Content Shock.
We create:
31.25 million Facebook messages per minute
347 222 tweets per minute
300 hours of video uploaded per minute
2 million blog posts pumped out every day

27. The amount of content is predicted to increase by 500% over the next five
years.

28. Here’s the problem we’re facing: there is a physiological limit to how much
content we can consume.

29. Buzzsumo analysed of 1m articles in a research project with Moz and this is
what they found:
50% of randomly selected posts received 8 shares or less
75% of these posts achieved zero referring domain links

30. If it is unremarkable your content dies because there is no room for it

31. Facebook chokes off organic reach

32. You might have noticed a lot of chatter about Facebook choking off organic
reach with an algorithm called EdgeRank

33. On average only 2.6 % of people that have liked your Facebook page actually get
to see your post. (March 2015 research from social analytics and reporting
firm Locowise)

34. Facebook is forcing brands to create remarkable content that is engaging,
relevant and useful content (as it should) to their audience if they want to be
seen.
Facebook likes the following: Likes, Comments, Shares, Images, videos, Links...

35. Additionally, you also need to pay to play (Facebook advertising allows you to be
more targeted and strategic in growing your audience.

36. The brands that win on social media have always understood that it takes time,
money and resources to be successful.

37. You can’t get away with cutting corners anymore. The platforms and consumers
have finally caught up.

38. Remarkable content

39. Before youstart on how to create remarkable content here are a few points
to consider:
You need to forget about being a marketer and think like a publisher.
You need to think about creating an emotional benefit for the audience not a
financial benefit for yourself – that latter will be a consequence of the
former.
It will take time, money and resources but it does not have to be prohibitively
expensive – you just need to first take your time to come up with a great
idea.

40. Remarkable content is content that Connect, Engages and Moves

41. or to put it in another way content that is seen, loved and
shared

42. What is needed:

43. Your content has to have a clear, unambiguous persona, theme and approach
that will resonate with your typical buyers

44. It has to be content that is quick and easy to digest. Focus on:
Video
Infographics
SlideShare Presentations
Images
And then underpin these with long-form blogs, case studies and whitepapers

45. It has to be content that makes an emotional connection – either:
An informative A-ha!
A heart felt Haaa!
An impressed Oh-wow!
Or an entertaining Ha-ha!

46. An analysis by Buzzsumo of the top 10 000 most shared articles across the web
showed the most popular four emotions invoked were:
awe (25%)
laughter (17%)
and amusement (15%)
joy (14%)

47. Make everything look good and professional

48. Create descriptive, emotive, catchy headlines

49. Create content that engages your audience so you can build relationships – the
main focus of all you content should be to build an alpha audience – allies,
not just followers.

50. Create remarkable content regularly and consistently

51. With this you are on your way to create a Hero Brand
"When people believe that what you believe is what they believe, they turn you
into a belief." Michael Bassey Johnson

52. Stop marketing – become a
Social Publisher

53. Remarkable content by WAKSTER.
http://www.wakster.com/