May 2017

Content Marketing – Cutting Through the Noise of a Digital World

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Content Marketing – Cutting Through the Noise of a Digital World

The Digital World

In our modern and fast-paced world the internet provides access to information and content at a rate never experienced before in our history.

Because of the ever-increasing volume of content being added to the web, and not just available but being pushed at us, content marketing can sometimes become a little overwhelming. Making the situation more difficult is the fact that a very large proportion of this content is low quality, poorly written and badly designed. In many cases it can be just plain irrelevant, or worse, it can be unwanted (think of all those “special” emails you receive).

So as a business attempting to connect with consumers out there, the question arises; how do we cut through all that “digital noise” and engage with people?

Cutting Through

There are a few points worthy of consideration here.

The most important element to cut through the noise for your content marketing is to pique the viewer’s interest. In the process of scanning through the masses of available information, there needs to be something to grab the viewer’s attention and draw them in to look further. This can be done through a clever headline, an attention-grabbing visual element, or even better, a combination of the two.

content marketing plan


As Humans are very strongly visual beings, these visual elements are not only important to draw in the viewer. They are important for effectively imparting information to them and keeping them engaged. These marketing elements can be developed through;

  • Photography
  • Videos
  • Infographics
  • Clean website or graphic design
  • Intuitive User interface and website navigation

It is important to note that the headlines and visual elements should always relate to the final content. Otherwise you may draw the viewer in but you certainly will not hold their attention.

So once you have gained a viewer’s attention, how do you hold it?


As a prelude to producing highly entertaining, informative, and engaging content that will instantly cause the viewer to rush out and buy your product or service, there needs to be thought put into a couple of areas;

  • What are your business goals – If you don’t know what you are trying to achieve, how will you be able to produce content that will effectively market and promote your business?
  • Know your audience – Who are your customers? Who do you want to connect with? Knowing who you are speaking to will allow you to target their needs and make that all-important connection.

The video above was created by our friends at Story Driven Agency, and helps to highlights these points.

Once you have answered your primary business questions above, you need to ask the content specific question; what problem do my customers have and how can I provide a solution for it?

Sometimes customers are wanting simple information about your business such as a general overview of what you do, your people, or your contact details. This is all important to have on your website. Where Content Marketing becomes effective is in speaking to potential customers about something that is a “pain point” for them.

By providing a targeted and relevant solution to their problem, whatever that may be, you are emotionally engaging with the customer. Combine clear and well written information with those visual elements we spoke about above. Do this and your content will have an impact that will stay in the customer’s mind for much longer timeframe.

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