In the recent Edelman Trust Barometer report they detail out how trust is rebounding in a handful of Western countries especially in the United States where trust in business jumped 18 points to 54 percent. Which was an interesting statistic no doubt for many of us in business today.
But for me – the real story was buried on page 7 of the report (see graphic) which talks about the number of times your message needs to hit target in order for it to resonate! The question is – How many times do you need to hear something about a specific company to believe that the information is likely to be true? A brilliantly phrased question from which comes the answer – 3 to 5 times.
To me this is the story for any content marketer like myself. Using a multichannel approach that leverages traditional and non traditional channels like Social Media is the key. And Social Media can actually help accelerate this stat for you because of the viral effect. Bottom line this is great news for us content marketers.
Say you are going to do a launch of a new technology product (like I am in June). It’s great to know your target audience is going to need to hear about 3 to 5 times to “believe the message”. And I think this goes for all of your constituent audiences in my case: buyers, partners, internal employees, resellers etc …
If you know this going into the launch plan – then its just a matter of how you are going to sequence those messages (for example do you send out the eBook first with a link to the video second and the press release third with the virtual event forth and the blog/twitter buzz fifth?) And then what is the timing? How much time do you give each of them to “soak” in the market – like cooking you start with the hardest vegetables first that take the longest to steep – so perhaps you start with more traditional channels first since they have longer lead times to get to market and then start hammering the market later in the campaign to crank up the buzz.
The choice is really yours but at least you know how to plan for the proper amount of content. And I would also argue that a single individual needs to hear your message 3 to 5 times but don’t forget there is some “breakage” in the system – not every message you send hits every target every single time. So a good rule of thumb would be – double it and plan for breakage along the way.