Content is King, but what happens when fatigue kicks in?
We’re the first to say it, and to say it again - content is King - and as brands continue to demand centrestage, content is relied on to get cut through and ensure audiences remain engaged across various channels. But what happens when we hit content fatigue? Read on to find out what content fatigue is all about..
As we mentioned, there’s a lot of noise in the digital world and the importance of having quality content is more important than ever before. In order to capture and maintain audience attention, and get them to take action we need to ensure our content doesn’t hit creative fatigue. How do we know that we’ve hit creative fatigue? The stats - declines in engagement in social media, open rates in emails, page views and time on page on your website, or an increase in bounce rates.
So what can we do to avoid content fatigue? We don’t have to reinvent the wheel to keep our content alive. Take a look at your content pillars, and make sure you are still creating content within this framework that aligns to your business and social goals. And if it’s been awhile since these were created, revisit these - it’s likely your audience, goals and objectives have changed so now might be a good time to update these to create content that adds value to your audience and keeps them engaged.
User-generated content (UGC) is a highly powerful tool for your toolbox. If new content ideas aren’t flowing freely, take a look at content that your users have already created like tagged photos, testimonials, blogs etc - this type of content is social proof of your brand and product/service.
Does design play a factor in content fatigue? Absolutely it does! We know the digital world is saturated with content, and humans process images faster than text. So when creating content make sure design is at the forefront, and think about what will best resonate with your audience. And if you don’t have an internal designer who can whip up engaging content, there are loads of online platforms to help make the design process easier - we think Canva is a great place to start! Quality design should be applied to all aspects of your content - social, eDMs, blog etc. so if photographers, videographers, graphic designers and/or copywriters aren’t in your wheelhouse then look outside for professional advice or additional resource.
We understand creating consistent content can be hard work, and when the results don’t fall into place it can seem like an uphill battle - but it’s not a lost cause - sometimes how to reignite your channels can often be right in front of you! If all else fails, reach out to us for a chat - we’d love to help!