Your content marketing strategy needs to change before 2017
It seems the whole world and his mother is producing content these days. But surely there is a limit on the amount of time executives can spend consuming this free knowledge. So is there a danger we will reach content-overload and what are the consequences?
EU Data Regulation (EUDR) is real. It’s coming and few are prepared for the impact. The new law (enforceable during 2017) clearly states that brands will need permission before sending emails, direct mail or calling prospective customers. Right across Europe, the broadly opt-out system for direct marketing consent will change to an opt-in rule.
Under these conditions the logical way to get consent is to super-charge your content engine. More white papers, more webinars and more infographics. Those companies that do not already have a content engine will rush to jump on the bandwagon.
The result will be an avalanche of content that quickly reaches saturation point.
SMEs that already deliver good content will see response rates fall, and new entrants to content marketing will be left unimpressed by the figures. It is perhaps only the bigger brands who have an existing network of evangelists that will remain unaffected.
Content marketing is a great way to generate warm leads at the early stages of the buying process. If you want to continue after 2017 you will need to position your company as an expert now and boost your audience of followers.
You’ll need to form strategic alliances with complementary products or services and pool your expertise to deliver more unbiased knowledge. Paying for content written by Editors and Consultants outside of your organisation will also become an effective (but expensive?) method.
But content is not the only solution in a post-EUDR world. Always remember that switchboard telephone numbers are not personal data and therefore outside of the EUDR. A good sales agent will be able to navigate around the receptionist or gate-keeper and reach your target decision-maker.