“Look, marketers. Everywhere the light touches is content beloved by customers.”
“But what about that shadowy place over there?”
“That’s our unseen content. We worked hard to create it, but nobody ever visits it.”
“That’s really depressing.”
Okay, sorry to bring the room down. And I’m also sorry to say that it gets worse. A recent study found that 69% of all web content is not seen by consumers.
The remaining 31% is our kingdom.
Fortunately, there are many ways to create content that beats the odds. For example, you can co-create with influencers, or experiment with interactive content that inspires social media sharing. But what about the content you have already created? The really good stuff that never caught on with an audience?