Digital marketing has drawn marketers into a cycle where we increasingly focus on quantity over quality.
Here's what that cycle looks like: When a new digital channel emerges, a handful of marketers experiment with it and their audience often rewards them with attention. When other marketers see that attention, they flock to the same channel. The channel becomes saturated and less effective, and the process repeats itself.
It's a race to get to new territory and build something, quickly, before everyone else shows up, starts building, and obscures the fact that we're even there.
And when marketers adopt a new channel, we don't ditch an older one. Video marketing might represent the next big opportunity, but that doesn't mean we'll post to YouTube in lieu of sending emails, writing blog posts, or building our social following.
We're stretching ourselves thin. Digital marketing has created an environment where we feel rewarded for producing something, even if it's just noise. Simply using different online platforms has become more important than producing worthwhile content.
It's not the marketing tools. It's how we use them.
But it's not that digital channels are useless—we're just not using them as effectively as we could. Marketers need to think about what our audiences actually want. Give yourself a gut check: If you were a member of your audience, would you be drawn to your company's marketing campaigns?
Asking this question feels risky. It might force us to acknowledge that campaigns we've put a lot of work into were not as good as they could have been. And if we decide that we wouldn't like our own marketing campaigns, we're also forced to ask: What next?
At Event Farm, we recently asked ourselves what we should do next.
Here's what we're starting with:
Marketing principle: No content for the sake of posting content. Every blog post, tweet, and email has a purpose beyond simply existing.
The principle in practice: Every blog we post, email we send and event we host will thoughtfully and honestly tackle a question (or questions) our audience needs answered.
Marketing principle: Be more human. The idea of authenticity and being more human is thrown around a lot in marketing circles, but we really mean it. We're humans engaging with other humans, and we want our marketing to reflect that.
The principle in practice: We'll write like we talk and we'll work to create platforms where we can engage with our audience, not just talk at them. Part of that includes our commitment to double down on hosting more events.
Which brings me to my next point: The Event Farm marketing team is gearing up to host a series of events, and we want to show you how we're doing it. Even though we write, talk and think about events all day—and have the event tech that'll help us get the most from our event campaigns—we're not going to pretend that events are easy.
Our hope is that our event planning process will help you with your own, or that you'll let us know what your process looks like so we can learn from you. Keep checking in on the blog and follow us on Instagram to get updates about what kind of event we're planning (we want to see you there!) and how we're planning it.