Page 27 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com
P. 27
The Content Saturation Index
Marcus Sheridan, an entrepreneur and content marketing thought leader, created
a theoretical term to describe this condition -- “content saturation index.”1 While
his social media drug of choice is blogging, his experience relates to any content
form. He described in a post:
“The more content an industry/niche has written about it, the harder it
is for a blog to make headway and find success in that field. And when
an industry has very little online content available to the masses, it can
often be gobbled up within almost no time at all.
“Let me give you an example of both extremes. In March of 2009, I
started blogging for my swimming pool company. At the time, less
than 20 percent of our website traffic was ‘organic’ (free through
search). The rest came from PPC (Pay Per Click) and ‘direct.’ Within
six months—and after blogging 2–3 times a week—there was a
significant shift in our numbers and the organic traffic started to grow
dramatically. It was also during this time we started to experience
more leads and sales because of this newfound traffic.
“Within 18 months, the blog had elevated the website to an elite status
in the swimming pool industry … This success also enabled us to cut
all of our old-school advertising and go 100 percent ‘all-in’ with
blogging/content marketing.
“None of this would have been possible had the Content Saturation
Index of the swimming pool industry not been so low. In other words,
because so many ‘pool guys’ had zero interest in producing great
content on their websites to teach the masses, it left a field wide open
for someone like me to come in and have a complete harvest.
“On the reverse side of the coin, let’s take a look at my efforts to
establish myself in the digital marketing space. In a field focused on
blogging, marketing, and business tips, you can imagine just how
much content is currently out there. The number of folks writing about
this stuff is growing by the day, which is one reason why so many
bloggers and businesses struggle to stand out in the fields of
marketing, self-improvement, sales, etc.
