- Okay, so let me begin with the following caveat:
I hate the word "content" and the phrase
"content marketing".
"Content" sounds generic, lifeless, and prescriptive.
Put it together with "marketing" and it's just
a fancy way to sell something.
For so many years, I resisted using this terrible
phrase for something that is so much more than that.
I guess what I'm doing here is content, as it is
material contained within a video, that is meant
to convey a message.
And I suppose that the fact that I create this
in various forms from articles and podcasts and videos
to social posts and beyond means that I am using my
content to market myself, my message, my ideas,
my agenda, and yes-even my business at the end of the
day because yes, the hope is that the energy that I put in
to these videos and articles will lead to connecting
to an audience that will see my ideas as valuable
and want to hire my company to help them.
- It's just, I've made an effort!
- But, that's not the whole story.
And, well, I guess that's why it's hard for me
to talk about the difference between the noise that
has become what many people think of as content
and, well, whatever it is that I think of when
I think of content.
So today, I'm going to unpack what has made content
marketing into noise, what I think content
should do for a brand, and hopefully do a better job
in helping you rethink your own approach.
My name is Tara and this is Truly Social.
I've seen a lot of statements and posts over the past
year or two that proclaim things like "we don't need
any more content" and "content marketing is a
bunch of noise" and yes, when I look at what most
people claim as being "content", I would have to agree.
We don't need more of that and it is noise.
Here are a few things that have contributed to this noise:
Number one- content for the sake of filling space.
This usually takes the form of content "curation".
Now, you've probably seen the curators-those radio
station pages on Facebook or self-proclaimed
LinkedIn influencers that rip and share other people's
content as their own.
There are actually lots of services and agencies out there
that are paid to do this and the result is pure noise.
(Children's laughter)
The second contributor to the noise is the self-promotion
disguised as articles.
These posts quite often have click bait-y headlines that
trick you into thinking you'll get something
interesting on the other end.
We've all clicked on these and regretted it.
- Click out of it.
- I tried!
- Ugh.
The third noise-producing content is copycat content.
Those this represents putting a bit more effort
into what you're publishing because you're creating
something original-ish, it's adding to the noise
by just being same same.
I see this a lot in companies and people inspired
by real, original thought leaders.
They think that if they just put their own spins
on a topic over and over, they will grow influence.
But, they will not.
As the saying goes, "be yourself, everyone else is
already taken".
There is a lot of content curation, self-promotion,
and copycat content that is making useless noise
and does not work.
So what does work then and does content make sense
for everyone?
Let's start with the second question-does content even
make sense for you?
Now this is a tough one; sometimes it doesn't.
So when does it make sense?
It makes sense when, starting with number one,
building trust with your audience.
- I need to know that I can trust you.
If you're in an industry where trust is paramount,
where your customers need to feel comfortable handing
you over a lot of responsibility, and need to know
what you're doing, content is key.
That's why we love what we call "boring content".
I hired my real estate lawyer based on a series
of articles she wrote on negotiating commercial
leases.
- Fascinating
- I had looked at many other lawyers and Natalka came
up in a Google search; her content sold me.
She offered all of the information I needed to negotiate
my lease so I can do it on my own but what her article
told me was that she was really good at doing this.
So I hired her.
Number two: content also makes sense when you need
to build loyalty.
- This b*tch understands loyalty
- Competition in a commoditized, competitive industry
where there isn't much differentiation can start
to become a race to the bottom.
One company will offer 30% off a subscription, the
next one will offer 35%, the next one 40%, until everyone
is giving away stuff for free.
And then what?
If everyone is relatively the same, same quality, same
selection, same prices, what do you have to offer?
Content is a good way to connect with your current
customers and build loyalty that could actually lead
to better word of mouth.
When all of the coupons have run out, you want to be
where people settle and recommend.
- Your coupon's expired
- Number three: content is also great for education
- Okay, first of all, say it don't spray it
Whether you need to change behaviors, or introduce
new ideas, one-off PSAs just don't work as well today.
People tune out ads.
Content, by the way, isn't supposed to talk
at people, but we'll get to that in a minute.
Ideas take time to start to circulate, which leads me
to what does work when it comes to content.
I'll dive into this deeper in another video but essentially
great content listens, it interacts, it's ongoing,
it evolves with your audience, it has a purpose that goes
beyond marketing to make a sale, it helps, it relates,
it leaves a lasting impression, and it connects.
Natalka, the real estate lawyer I mentioned earlier,
wrote her series of posts because she listened to some
of her clients ask questions and realized that before
they found her they felt helpless and confused.
She listened and then she wrote this series to help them.
When I felt helpless and confused and typed the questions
into a search engine, her articles came up.
I reached out to her because she related to my confusion,
then helped me and left me feeling better.
I called her, hired her, and paid her good amounts
of money because she didn't try to sell me.
That's how great content works and we need more of that,
lots more of that, in the world.
So, yeah, we don't need more noise and whatever a lot
of what these agencies are trying to sell us as "content"
but we do need great content.
- Can we all just stop saying that word please?
- In my next video, I'll dive more deeply into how you
can come up with this.
If you're interested, subscribe or follow me wherever
you're watching this.
Until then, my name is Tara and this has been Truly Social.