Cut your marketing budget.
Fire your content agency.
Cancel the freelance agreement.
Shift the focus to paid media.
These are dialogs happening at board rooms around the globe right now.
We’re in the thick of global chaos in marketing.
We see layoffs happening left and right in tech and interest rates shooting through the roofs. We see companies once valued at $10M being sold for hundreds of thousands. And we are well on our way to more pain in the months to come.
Holy Doom & Gloom Batman.
That’s probably what you’re thinking reading those words and for good reason.
It’s a pessimistic take but it’s the reality right now. But the reality today shouldn’t dictate your approach to the next few months. It should play a key role in your decision making but it shouldn’t stop you from executing and working in a way that drives meaningful results for your business that can last for years to come.
Over the last few months, everyone has been talking about ChatGPT and the various AI tools on the market helping creators be more effective, efficient and productive in their work. The raving reviews that people are giving these technologies are well deserved as they will fundamentally change hundreds of thousands of businesses and industries in the years to come. A few people will disagree with that statement. But those people are wrong.
The technology is going to change everything.
But that’s not what I’m here to write about today. Today, I want to talk about the possibilities that exist for B2B brands to unlock new levels of growth on the back of high velocity and high volume content. The idea behind high velocity content production is pretty straightforward:
Create a lot of content in a short period of time.
As a result of creating high velocity content, Search Engines will be aware of the assets you’re producing and begin to understand the web in which your creating around key topics. The strategy doesn’t work if you’re just producing content for the sake of creating content. You have to create content that is relevant and directly related to your audiences buyers journey and the types of content that they’re looking for at each stage in the journey.
I want to talk about a recent study we did.
When we created the 2023 BRICK report – we analyzed the total number of blog posts being published by the top SaaS & B2B brands in the world and cross referenced it against the estimated organic traffic these blogs were generating. Our study showed a pretty ground breaking insight around content that all marketers have known for some time but maybe have overlooked because this demonstrates a very difficult opportunity.
Here’s the findings:
More blog posts = more traffic.
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