The amount of content being created is quickly outpacing the amount of time and attention available. In 2009, on a monthly basis a billion photos were posted on Facebook. Today, there are 300 million posted in a day. Content continues to grow, but time and attention are finite resources. During the Communicating in Constellations webinar, Steve Rubel, Chief Content Strategist at Edelman, compared this problem with the night sky: “You see all these stars, and you don’t know where to look.”

How are marketers reacting? By attempting to be the brightest object in the sky every night through real-time marketing, viral content strategies, Super Bowl advertising, etc. However, the problem is it’s all campaign-driven, and it’s not sustainable as more and more creators try to do the same.

The solution Steve proposes? Think about continuity and connect the dots between all the different ways you’re telling your story – whether through earned media, paid media or your owned channels. Just like how the stars are connected into constellations – you may not remember the individual stars Alnitak, Alnilam and Mintaka, but you know the constellation they make up: Orion’s Belt.

During the webinar, Steve dives into this challenge and how marketers can approach connecting the dots of their content to create messages that are truly effective and lasting. Watch the full discussion below!

How do you measure the success of your marketing? Download The Modern Marketers Guide to the Data-Driven Galaxy here!

About The Author

Monica is a book hoarder and gets overexcited about community-driven marketing. She lives in New York City and dreams of a day when a landlord will let her have a cat.

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