Page 27 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com
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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.
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