Breaking Out of Your Marketing Echo Chamber
Breaking Out of Your Marketing Echo Chamber
At Top Advertising Solutions of Las Vegas, we’ve seen how marketing teams are often a victim of their own strategies. They often get caught in situations where information, beliefs, and ideas are reinforced through repetitive communications within a defined system. That is, they get stuck in a revolving-door echo chamber where sources aren’t questioned, and deviant perspectives from the norm are never given a chance. When marketers focus too much on ROI, they wind up relying on flawed performance data. It’s important to follow current trends, but over-replication doesn’t allow for much comparison to fresh ideas. If the same tools and metrics are used by all marketers, then standing out becomes difficult.
Bursting Your Bubble
An invaluable exercise in bursting your bubble is to put an emphasis on collaborating with people who operate outside this marketing echo chamber, like subject matter experts, both from within and outside your brand or organization. Soliciting data and ideas from people like this will help you get to the core of what your strategy and content should be focusing on. The longer you stay inside your bubble, the more it becomes the only reality you know. That’s why your content marketing team needs to break out of its echo chamber and engage experts, like influencers, guest bloggers, webinar co-hosts, and co-authors of white papers. Be your customer, question your social marketing demographics and reach, and broaden your horizons.
Types of Echo Chamber Babble to Be Wary Of
It often seems that content marketers get caught up in group-think, echoing the same buzzwords and stories from their blogs. The least damaging effect is how it exposes a lack of critical thinking and creativity for original ideas. The most damaging effect is a negative impact on consumers. Either way you look at it, the echo chamber will hurt you. Branded services can only succeed by creating content that bridges the gap naturally between commerce experience and consumer interest. So don’t fall into the content marketing trap that relies heavily on rehashed group-think influence. Which means you should be wary of common tropes about “quality content,” storytelling, inbound marketing, and “growth hacking.”
At Top Advertising Solutions, we suggest helping your marketing team break out of its echo chamber to better become fresh by employing subject matter experts and not relying on the same old ideas and unverified information.