PUBLIC RELATIONS
Information Overload?
Fine-Tune Your
Content Marketing
Machine!
By Irene Mbonge
" The age of experimentation " Selling online means catering
for its own sake is over. It is now
the age of execution. Creat-
ing and sharing content for its
own sake, or throwing content
at a Twitter or Facebook wall
to see what sticks, aren’t good
enough anymore. With so much
content being created, the new
challenge is to make sure that
the content you create is engag-
ing enough for the intended au-
dience, speaks to the right au-
dience, and effectively reaches
that audience. "
18
MAL29/19 ISSUE
to a complex set of social groups
and online communities. Not
‘getting’ community rules and
hierarchies can result in market-
ing disasters. So, how do we in-
fluence in today’s digital utopia?
First of all, marketers need to
connect with their ‘why’ more.
Rather than spending tons of
money on flashy, but ultimate-
ly empty, campaigns, marketers
need to get granular with their
targeting and spend less to have
more impact. "