I’m 341 times more likely to win the Powerball lottery than find your piece of content. (highlight to tweet)
We’ve all heard about content shock (thanks, Mark Schaefer) and the tremendous volume of content indexed by Google. At last count, there were 60 trillion indexed pages, which is double the 30 trillion from 2013. That new piece of amazing content you produced, while awesome, is one of 60 trillion indexed pages. The average odds of winning the Powerball are 1 in 175,223,510.
After a bit of math (and checking sites for verification), that makes the average visitor to Google search 341 times more likely to win the Powerball than to find your piece of (amazing) content.
The odds of content success today are daunting. If you’re playing buzzword bingo at home, the phrase Content is king is a fallacy. If there is a king, it is relevance.
Assuming I’m even looking for the type of content you produce, the chance of me randomly finding it is extremely low. That content needs to be in front of me. It can be via paid advertisement, a social share, a blog feed, an email, or anywhere I am. This should be a key consideration in any content strategy. Distribution is every bit as important as the actual content produced.
What to Do When the Odds Are Stacked Against You
Most marketers don’t have a documented strategy, but I’m saving that stat for another post. Content has to be aligned to business strategy and business results. Walking through the process of documenting how content meshes with your business will force you to think about how assets are created, where they live, where they’re shared, what the call to action is, etc.
We can als…
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