RESHARE:"When it comes to content marketing, I am sad to say its even worse." +J.C. Kendall
Reshared text:"Ninety percent of everything is crap."
--- Theodore Sturgeon
When it comes to content marketing, I am sad to say its even worse.
Now that "Content Marketing" is all the rage, you and I are being deluged by the most god-awful articles imaginable in pursuit of the all-mighty SERP (search engine results pages) ranking, CTA's and Landing pages.
How bad is it?
Well, last week, someone wrote 1500 words on Business2Community about the best Social Media sites for Business, and the article does not choose one, but only asks the reader to decide.
This is cowardice and malpractice.
It is cowardly because the writer was more concerned about offending others with her own opinion, and it was malpractice, because the article misleads as informative, when it was in fact a long winded preview to an open survey.
That is just a single example, but what is even worse, are the dozens and dozens of articles daily that suggest "how-to-do-Social Media", without going near a "WHY". That helps and/or informs nobody.
Businesses and Individuals need real advice
, not "tips". Advice goes way beyond the "HOW" and should be related to business OUTCOMES. This means that our target audiences need to go away with an understanding of "WHY" they should do what we advise. Our advice should be tied to specific expected results
from the advice given.
Yep, that means taking responsibility for what you say, write, preach or advise. It means knowing what you are talking about, and not just parroting an article from someone else.
You want examples of folks doing it right? Look at the AMAZING output from people like +martin shervington
, and +Denis Labelle
. Look at the engagement and knowledge brought forth by +David Amerland
, +Jason Hill
, +Jaana Nyström
and +Paul Stickland
, if you want to see content that edifies, insuring that their readers come away smarter from the experience.
Because of the recent changes to our tools from Google, another round of idiots has surfaced to tell you and I how much all these changes suck. I have yet to find a detractor to Google+ who has performed even the slightest amount of engagement on this forum.
The fool who named Google+ a "ghosttown" had less than 60 circles to and from, at the time of his article's publication. This morning I was greeted to a screed by another barely circled individual, who had proof that Google+ was dying, based on the tweets in his inbox.
Its not just Google+
I have been harping at the quality of tech media and other content for years, and I see it getting worse, not better. Now that "Content Marketing" has taken hold in the minds of the "Social Media Expert" class of folks, you and I are being subjected to some of the most inaccurate drivel the Internet has produced.
"Marketing" is not just about getting the word out. True "Marketing" , whether through Content or any other form says WHY in the form of what that service or product or plan or process will do for YOU.
Marketing is the promise of a solved problem for taking a specific action. Do you know which industries are the best at marketing? Home Services, in the form of Plumbing & Pest Control. They are the BEST at transmitting value in the form of OUTCOMES.
The next time you watch a commercial for Pest Control, pay attention to how the value proposition is put forth. They dont regale you with how they will crawl through your house, or the viscosity of their spray solutions, THEY TALK ABOUT THE PROBLEM THEY CAN SOLVE FOR YOU. Then they set about explaining their uniqueness through differentiation.
The next time you read an article, check the title to see if it promises to inform or solve a problem. Then, see of the writer asserts an opinion, or immediately leaps into an explanation of a set of dubious buzzwords and conclusions. Check for generalities, Check for specifics that relate to your reasons for reading the article in the first place.
I have just defined QUALITY content; content that is relevant to YOUR needs. It is that kind of content that shows up in SERPS, and NOT because of what your badass SEO was able to do with your keyword-stuffed generalized content. +Matt Cutts
and associates are working to drive that crap off our Internet, so that your searches bring you the information you require.
If we can get the amount of crap content down to only 90% we will have made a massive improvement to this thing we call "Content Marketing".
You can come at me if you want, but you better bring it, baby...