Why Most Content Marketing Makes No Lasting Impression
This week I’ve had a number of conversations with online entrepreneur friends about ‘content marketing’ and whether much of what people are doing is missing a key ingredient.
Obviously the last 12 or so months have been all about content but interestingly what proceeded this latest trend was a lot of similar buzz about ‘community management’.
The question that has come up in each of the conversations I’ve had this week is whether perhaps many content marketing strategies have thrown out the baby with the bathwater by focusing so much upon content that they’ve forgotten about community.
I’m sure we can all think of many examples of people and businesses doing both really well - but it strikes me that of late there’s been a lot of newer ‘blogs’ (not that they usually call themselves blogs) that have been focusing upon producing content that seems more about generating ‘eyeballs’ or traffic but isn’t really that interested in engagement (or at least not much more engagement than a ‘like’, ‘retweet’, '+' or a ‘share’.
These newer blogs are great at crafting headlines, brilliant at curating feel good videos and have a knack for uncovering great stories - however I wonder if they’re creating meaning for their readers and building momentum that takes those readers on a journey or that creates true engagement and relationship.
Last week I heard +Brian Solis
speak at a Melbourne event and advise businesses to 'stop competing for the moment and start competing for meaning'.
I think bloggers should ponder that.
While the temptation is to soley focus upon producing shareable, likeable, retweetable content I suspect a lot more sustainable model is to create content that MEANS something, that takes your reader on a journey, that impacts their lives in some tangible way.
The result may not be as spectacular as some of the stats other blogs might produce - but my bet is that you'll produce something that has a much better chance of being around in 5-10 years and that is a lot easier to monetise.
I'd love your thoughts on this as it's something I'm pondering a lot lately.