Content is King?

by May 19, 2015Content Strategy

Content is King?

by | May 19, 2015

1

You’ve heard that before, I’m sure.

And it’s true, inasmuch as the entire internet is really just content. Your website, Facebook, marketing emails, heck, even your Google Ads are really just little bits of content chopped up and assigned semantic value to each digital passerby.

And certainly the “content marketers” of the world want you to believe that content is how you get your business to the top of the pile. Google certainly has made content king. They crawl, sort, filter, and rank all the lovely bits of content all over the place.  Then we all bite and scratch each other in attempts to be Google’s top dog for “best muffin in Saskatchewan” or “winning lottery numbers” or whatever keyword du jour users are batting around the interwebs.

But when you look past the Googlebots and webby creepy crawlers and cookies and social networks and databases of databases, who’s really reading our “content”?

People.

You know, those fleshy, human-y, emotional, feeling, touching, sharing, caring, thinking things that cover our planet.

And what do people really want to read and watch and participate in?

Content? I doubt it.

Writing for People

In my experience, people love to read books and online journals; watch plays and TV shows; sit very quietly in movie theaters; glance at pics of their friends’ kids and pets; or listen to their brother tell scary stories around the campfire.

These things aren’t necessarily content. I mean, you could classify them as content.

But WHY do people love these things?

They are stories!

I think the last few years of using Youtube, Facebook, Twitter, Google, and all these other massive databases of content have turned marketers into unthinking, unfeeling content-creating automatons.  Because it’s way easier to produce quantity over quality and think you’re getting the same results.

I mean, look at Facebook. If I post 5 times a day, I’ll definitely get lots of eyeballs. I’ll certainly get more than I would if I posted once a day or, heaven forbid, once a week.

In this day and age, people would make you believe that marketing online is really about quantity. And therefore, it’s just about content. Gobs and gobs of content. And yeah, of course you should mix it up a bit so people don’t get bored. I mean, no one only wants to click links to blog posts. So throw a photo or two in there. Shoot another iPhone video of a poorly lit talking head.

But where’s the story? And who really gives a crap?

Who Cares?

I’m so tired of “storyless” content. And I’m betting most of our customers and followers are as well. I’m betting they’re tired of a brand re-hashing (and re-hashtagging) the same topics with an only-slightly-different-but-very-catchy headline on their blog. I bet they’re tired of top 10 lists that look like all the other top 10 lists (but with your product at the top). I bet they’re tired of cat photos on your technology company’s Facebook page. I bet they’re tired of animated GIFs that you found in a 2-second Google search for “funny animated GIFs for my corporate blog”. I bet they’re tired of your ALL CAPS PROMO DISCOUNT SUPER SALE. I bet they’re tired of your 10-hour researched, keyword-rich landing page that did nothing to help them find that craft project that their 5-year-old is going to remember when she’s well into her 40’s.

You know what I bet they’re not tired of? Your amazing, remarkable story.

Stop making “content”. Start telling your story.

Need help with this? Hit us up! We would love to help you tell your story.

Resound Newsletter

Get more industry-leading branding and marketing insights like this delivered to you monthly.

Our Book Is Here!

Unlock the power of authentic branding to become a better marketer and business owner.

Latest Posts

Why Your Brand’s Location Still Matters

More than ever, everyone works, meets, and shops online.  It’s no surprise that companies which previously insisted on a brick and mortar location for their workers are now almost completely remote.  But regardless of that steadily encroaching fact, your brand’s...

How to Revive Your Company’s Strategy Culture

Most companies start with goals and a dream of success. But over time, and for multiple reasons, we end up losing our grip on strategy. Let’s talk about how to get back on the path of success by reviving your culture of strategy. Keeping to a strategy takes nerve. It...

Ins and Outs of Branding Your Organization

Here’s a riddle…although if you’ve been reading or listening recently, it’s more of a review question.  What do slick, wildly successful brands like Salesforce, Nike, and Apple have in common with England’s historic royal families? Aside from hype, hefty name...

Product Branding Versus Organization Branding

Which came first? The product or the organization?  While in many cases, the product stands tall—the splash it made, the awareness it sparked, and the customer loyalty it built. But even in those instances, you can make a good case for the organization. If we extend...

Omissions in Your Writing Process that Cripple Your Leadership

Thought leadership motivates your readers to see you as an expert. It can even give you monopoly power in your area of expertise. But building that leadership through great copy requires a process; a good one at that. Finding good writers is hard enough, but a process...

Brand Foundations Course

How to Unlock Your Remarkable Brand

Discover Your Brand Values, Brand Personality and Brand Story to get you and your team thinking about what your authentic brand is and how to manifest it.

Brand Webinars

Learn how to develop your brand’s foundation to get a competitive edge.

Unlock Your Remarkable Brand

Want to build unlock your remarkable brand and lasting relationships, but aren’t sure where to start? Set up a call and talk about it with Mike.

Your organization is remarkable – now start acting like it.

Our new book, You Are Remarkable, helps businesses and organizations unlock their authentic, genuine, real brand identities and express them effectively to their customers.