Marketing crisis – advertising overload: Is EEAT the key to better business models?

📢 Today's marketing landscape faces a number of challenges that are increasingly noticeable not only for large companies, but also for small blogs and magazines. Advertising banners and sponsored content are increasing rapidly, while at the same time many articles appear increasingly shorter and more superficial. This development means that topics repeat themselves more often or sound strikingly similar and the user experience (UX) often takes a back seat. Given these trends, the question arises as to whether new business models are required to address this situation or whether everything has already been said. At the same time, the EEAT concept, which stands for “Experience, Expertise, Authoritativeness, Trustworthiness”, raises hope for a possible trend reversal by focusing on quality, credibility and utility. In the following, the current problem will first be analyzed and then a look at conceivable new approaches, business models and the relevance of EEAT. The focus is on trustworthy content and a well-founded look at the opportunities that arise from the change in marketing.

📎 Advertisements and superficiality: When content loses substance

“The increasing dominance of advertisements makes it more difficult for readers and users to distinguish legitimate information from advertising promises.” You hear this statement again and again from people who are aware that their online reading experience is marred by flashing banners, pop-ups and sales-oriented content becomes. Marketing managers often focus on generating as many clicks as possible in order to increase advertising revenue. In this pursuit, high-quality research, longer text formats and in-depth knowledge fall behind. Short, superficial articles “work” because they are created quickly and spread quickly thanks to their easy digestibility - but the substance suffers. When readers are constantly confronted with consistent, repetitive content, the need for alternatives grows. A trend reversal is urgently needed here, because without in-depth information, an appealing reading experience and comprehensive user-friendliness, there is a risk of losing trust in the long term.

🧩 UX as key: Putting the user at the center

“User experience is a crucial factor in building sustainable relationships with the target group.” But what does good UX actually mean in this context? On the one hand, you want informative, well-structured content without sensational headlines and overloaded advertising space. On the other hand, the design of a website should take the needs of different users into account equally: clear navigation, fast loading times and attractive display on different devices are essential. If the user experience is consistently poor, the time spent on the site decreases, which can have negative consequences for the ranking in search engines. This creates a vicious circle: In order to compensate for the lack of income, even more advertisements are placed, which further alienates readers. At this point, new business models come into play that counteract fast, superficial content.

🌿 Creating value: quality instead of quantity in marketing

One of these new approaches can be found in value-based marketing. Here, companies and bloggers not only rely on classic sales strategies, but also align themselves with values ​​such as sustainability, fairness and social responsibility. “Quality is the focus if you want to be successful in the long term,” emphasize market experts who are observing this trend. Instead of quick fixes and a flood of content, individual, more in-depth articles are created that offer concrete solutions or comprehensive specialist knowledge. This not only leads to higher reader satisfaction, but also strengthens credibility. People are more willing to engage with content if it is based on their interests and values. Such an approach can help build a loyal and engaged readership that, while not necessarily opposed to advertising, is sensitive to oversupply and lack of value.

Suitable for:

• Branding and EEAT are the most important SEO strategy in the long term – for classic search engine optimization & artificial intelligence search (AIS)

🤝 Together instead of lonely: Community-based approaches

Another promising business model is community-based approaches. Behind the idea of ​​a “community” is the idea of ​​not only exchanging ideas through posts and comments, but also being connected through common interests, feedback and moral values. This opens up the opportunity for blogs and smaller magazines to build close relationships with their readership. Exclusive online and offline events, chats or discussion forums can be created in which topics are discussed in more depth or new ideas are developed together. “We realized that our readers not only want to be consumers, but also active contributors,” is often emphasized in such community projects. A lively exchange also strengthens the loyalty to the brand, blog or platform and can thus lead to monetization through subscriptions or membership fees.

🤖 Artificial intelligence: tools for personalization

Artificial intelligence (AI) as a tool for personalization is another milestone that opens up new avenues in content creation. While automated content can quickly seem bland, AI tools make it possible to carry out extensive data evaluations about the reading behavior, interests and demographic composition of an audience. On this basis, targeted content can then be created that is oriented towards the needs and expectations of different types of users. “Personalized content gives the feeling that the provider understands me and takes me seriously,” say many users. However, data protection should not be neglected in this context. Trust can only develop further if the data obtained is handled carefully and transparently. This is a crucial factor that blog or online magazine operators should always keep in mind.

🎮 Interactive formats: An experience for the target group

What further enriches the user experience are interactive and immersive formats. In addition to text contributions, surveys, quizzes, videos, audio contributions and even virtual or augmented realities are available. Such offers promote engagement and can increase the learning effect. For example, someone who is taught complex facts via a virtual reality application may remember them better than a simple text. These interactive methods give the content a playful touch and emphasize the experience. “We want to inspire people and let them delve deeper into the topics that are important to us,” is what providers who rely on such innovative ideas often say. This not only creates enrichment for readers, but also provides space for new revenue models, such as the sale of high-quality digital products or access to certain virtual experiences.

Suitable for:

• Innovative and interactive advertising campaigns with, in and around the Metaverse: Use of Augmented Reality (AR) and Virtual Reality (VR)

🌟 Authenticity and micro-influencers

Anyone who delves deeper into the topic of authenticity will quickly come across the growing importance of micro-influencers and raw, unpolished content. Although these influencers often have a comparatively small reach, their community is all the more committed. The close contact with followers and the often very personal interactions ensure a trust bonus that brands can benefit from. However, companies should make sure that working with a specific micro-influencer actually fits their values. “You can’t fake authenticity, you have to live it,” is a much-quoted principle in this area. Anyone who cooperates inappropriately risks criticism and loss of credibility.

🛡️ Avoid the flood of advertising: Subscriptions as an opportunity

Another way to avoid the dilemma of advertising overload and superficial content is subscription-based models. These can be implemented in the form of a “paywall” on blogs or news portals or in the form of a voluntary membership fee, similar to a crowdfunding model. The principle is that readers support quality journalism financially so that intrusive advertisements can be minimized or eliminated entirely. “We want to enable fair, independent reporting without being dependent on click numbers and advertising partners,” say more and more platform operators who are taking this route. A subscription can be worthwhile for readers if they receive access to exclusive content, special reports or community features in return. However, for such a model to work, the content must actually offer added value and clearly stand out from the usual free offers.

🧩 The EEAT concept and its implementation

All of these considerations can be ideally combined with the EEAT concept. “Anyone who relies on 'Experience, Expertise, Authoritativeness, Trustworthiness' benefits from Google's quality standards,” say SEO experts. Because Google rewards sites whose content speaks from real experience, that conveys in-depth specialist knowledge, has clear authority in the respective field and is characterized by trustworthiness in dealing with users. This principle is particularly elementary for sensitive topics such as finance, medicine or law, but can also be applied to any other subject area. It is important that not only the text itself, but also the person or company behind the text is credible. Experts therefore recommend setting up author pages that make the author's expertise and experience clear. Anyone who already has references, publications or many years of experience should highlight this in order to strengthen the trust of potential readers.

Suitable for:

• EEAT Marketing and PR: Is EEAT the solution of the future for search engine results and rankings because of AI development?
• Worrying development: The dark side of digital marketing – causes, effects and perspectives

🔍 Transparency creates trust

However, trustworthiness is not only manifested in certificates or seals, but also in the transparent handling of data and advertising partners. “We want to know who we are dealing with,” says more and more people who are longing for orientation in the jungle of marketing. If data is only collected to the extent that it is actually necessary and it is openly communicated why certain information is being collected, the willingness to trust the site increases. It is also important to clearly mark paid contributions and not to conceal them. Open communication creates credibility and can help users stay on the site despite paid advertising content because they can understand the process.

🌿 Opportunities for small and flexible blogs like magazines

This change presents a great opportunity, especially for small, flexible blogs. Because they are often run by people who are genuinely passionate about their topics, they can stand out from the crowd with personal and authentic content. “In a world full of automated processes, real people behind the scenes are a clear competitive advantage,” emphasize independent bloggers who have enjoyed success with their niche portals in recent years. Anyone who successfully serves their niche and observes EEAT principles can gain a permanent readership even without huge advertising budgets. This is particularly evident when someone brings in personal knowledge, for example through many years of practice in a particular profession, an academic career or through personal experiences. This type of “experience” is not as easy to copy as superficial marketing phrases.

🌟 Quality as a long-term success factor

Finally, it should be noted that developments in marketing do not necessarily mean an end to serious and in-depth content. On the contrary: Anyone who takes the time to check and optimize content for added value, credibility and user orientation has excellent chances of establishing themselves in the long term. “We are at a point where quality is again becoming more important than quantity,” comment experts who believe in a sustainable transformation of the digital content landscape. Communities, subscriptions, AI-supported personalization, interactive formats and micro-influencer marketing are building blocks of this development. The EEAT concept supports this trend because it explicitly values ​​quality, expertise and trust. Anyone who internalizes these principles and consistently implements them will not only benefit from search engine rankings in the future, but will also gain the long-term trust of their readers.

This shows that despite widespread skepticism, there is definitely room for growth, innovation and authentic content. There is potential in the interaction between technology, human creativity and responsible communication that is far from being fully exploited. “Everything has already been said,” some may think – but this is exactly where the opportunity lies to break new ground and raise existing content to a higher level of quality. In an increasingly digital world, it is ultimately people who determine the success of a platform through their trust and active participation. Anyone who offers them real added value will be able to maintain a sustainable position in the long term, even in an environment full of advertising banners and superficial quick texts.

📣 Similar topics

• 📈 The future of marketing: quality instead of surface
• 🚀 New business models in marketing: The opportunity for trust and depth
• ⭐ EEAT in focus: Why quality and authenticity count
• 📊 Value-based marketing: Creating sustainable relationships
• 🔍 User experience in the digital age: How trust is created
• 🤝 Community-based approaches: turn readers into co-creators
• 🧠 Artificial intelligence in content marketing: opportunities and risks
• 📱 Interactive content: More engagement through immersive formats
• 👑 Micro-influencers as game changers in marketing
• 💡 Subscription Models: How blogs can promote trust and quality

#️⃣ Hashtags: #MarketingZukunft #QualityStattQuantität #EEAT #CommunityBuilding #UserExperience

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