Make (just enough) noise

More content doesn’t mean more value. But neither does less. [View Message in Browser]( / [Add Us to Safe Sender List]( [CMI Logo]( WEEKLY NEWS 8.30.24 WEEKLY NEWS 8.30.24  [Together with Brightspot]  FEATURED [Make an Open-and-Clicked Case: 19 Do’s and Don’ts To Improve Your Email Marketing]( By Ann Gynn [Make an Open-and-Clicked Case: 19 Do’s and Don’ts To Improve Your Email Marketing ]( Your audience’s inboxes are a crowded but extremely valuable space. Learn how to get noticed and get your emails opened, read, and clicked with this great advice from the experts presenting at Content Marketing World. [Read more](  READ OR LISTEN TO MORE OF THE WEEK'S BEST STORIES: [This Content Toolkit Is a Must for a Successful Content Strategy]( by Erika Heald Architects don’t just hand over drawings to the construction crew. They include detailed specs, so the project delivers what the customer wants. So, why do you expect a content strategy to do all the heavy lifting on its own? [How AI-Assisted Search Will Change the Pay-To-Play Games for Content Marketers]( by Content Marketing Institute Team Only one answer appears in an AI-assisted search. How can a brand be the one advertiser in it? What would the cost be? And what are AI platforms like Perplexity doing partnering with third-party publishers? Read on for some answers. [How To Rise Above the Content Noise]( by Robert Rose More content doesn’t equate to more success — it risks burying your best work. Still, you need to make enough noise to be heard. These techniques will help you break through with a differentiated message. [ICYMI: 21 Great Ideas To Get Your Content Audience To Take Action]( by Ann Gynn How do you create content that converts into profitable actions? Consider these 21 tips from experts presenting at Content Marketing World. Interestingly, they have different ideas of what to put at the top of your list.  A NOTE FROM ROBERT ROSE Make (just enough) noise The world is a noisy place right now. There’s an election, the nearly constant AI disruptions, and an unpredictable economy. But that’s not exactly (or only) what I mean. In 2024, organizations put an even greater importance on digital content and content-driven experiences. And content and marketing teams now need to [design content for value and reach]( on as many platforms as possible. And you’re not the only one to get that memo. Technology is helping everyone (including your competitors) repurpose and scale that content to all those platforms. Consider the implications. I recently worked with a team at an interactive entertainment company that wanted to use AI to ramp up its short-form article production from 25 to more than 500 articles every week — or 30,000 posts a year. That’s right: 30,000 posts per year. It’s no wonder content and marketing teams feel like they’re shouting into a hurricane. But here’s the thing: There’s always been too much content in the world. Just about every successful internet company over the last quarter century has started with that as its core problem. Search, social media, and other digital platforms all exist to solve the problem of filtering the content firehose into something consumable. Depending on your point of view, they’ve either elevated or destroyed knowledge and information. Both are probably true. Still, that doesn’t make figuring out your content marketing strategy any easier in the second half of the year — especially if you face expectations like my client’s. Their boss rationalizes his desired content production frequency with this logic: “We’ll never compete if we dive a mile deep into topics. Our competitors are publishing every day. They’re the ones getting the attention.” In other words, more content equates to more chances to reach audiences, which equates to more value. But, of course, it doesn’t. Despite the advancements of AI, content creation still isn’t democratized (yet). It’s as challenging as ever to create high-quality, differentiated ideas. Instead, AI (like the photocopier, word processor, camera, and printing press) democratized only the publishing and distribution of content. With the aid of all this technology, people produce and distribute more content faster than ever. But the number of great ideas remains as scarce as ever. That’s why all that content is both signal and noise. My noise drowns out someone else’s signal, and your signal quiets someone else’s noise. It’s not surprising that content marketers rarely create truly unique content. Your thought leadership probably echoes broader trends that originated elsewhere. Your research likely uncovers evolving trends that others have already identified. And this is by design. As a marketer, you’re primarily in the business of popularity. You try to show up among the most sought-after signals without becoming noise. And you have to be “noisy” enough to be associated with the views popular among your desired audience. Put simply: Most marketers can’t afford to be the lone voice for a particular topic or stance because they’re measured by how many people engage with the message. Unfortunately, your mission can’t be to avoid creating noise or to focus only on creating differentiating signals that no one searches for (no matter how fantastic they are). Your mission is to make the most “right people” (i.e., those in your desired audience) care about your noise so they’ll take an interest in your signal. That’s the art of creating signals among noise. How to do that is the question. I offer some suggestions in [Rose-Colored Glasses]( this week. Give it a read, then [let me know how I can help](mailto:robert@contentadvisory.net?subject=CMI%20content%20feedback%20—%20just%20enough%20noise&elqTrackId=F9F221E3766075D382E2EE7E5B190CE5&elqak=8AF535AF5F78E88968F9B50C817805ACEF6E08FA7397E854CB56A914DCA88F040ED6) . It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  A WORD FROM ONE OF OUR SPONSORS [Delve Into the Latest CMS Trends]( Delve Into the Latest CMS Trends Today’s CMS platforms offer the flexibility to deliver personalized content across multiple digital channels. Future-proof your marketing performance by embracing these four CMS technology trends. [Step into the future of CMS »](  MORE FROM CMI [CMW Video]( Hear the Buzz About Content Marketing World "From the quality of the content to the networking, Content Marketing World is a must for anyone who works with content." Year after year, Content Marketing World delivers an experience that leaves attendees raving — and coming back for more. But don’t just take our word for it. Hear directly from those who’ve been there for the game-changing insights, inspiration, and connections. Then join us this October and see for yourself why it’s a must-attend! [Hear more from past attendees »]( [Register for Content Marketing World »](  [Free Resources for Marketing to Marketers]( Free Resources for Marketing to Marketers Do you market to marketers? Here are two resources to help you elevate your strategy and connect with this savvy audience: Research Report: Uncover key insights into what resonates with marketers — from preferred content formats to the decision-making processes for choosing new products and services. On-Demand Webinar: Hear from four top marketers who are in the trenches just like you. They’ll reveal what’s working (and what’s not) and share their predictions for the remainder of 2024. [Access the report and webinar »](  Was this email forwarded to you? Please [subscribe here.]( To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]