Content marketing is getting boring.
And I’ll tell you why:
I was on twitter the other night, bored, scrolling down my newsfeed. I hadn’t been on the newsfeed section in a while, I’ve been spending most of my Twitter time rummaging through hashtags and searching for stuff. What struck me about my newsfeed is that, over the course of about 6 months, maybe longer, my newsfeed hasn’t changed much at all in terms of content.
- Mobile this
- A/B testing that
- Facebook tips here
- LinkedIn hacks there
- Twitter guides you need
- Pinterest tricks you don’t
- Responsive design
I used to love this stuff… In 2012
Now, it’s getting boring. I don’t think I know it all, because I don’t. But I feel like I’ve read it all before. It’s all the same shit dressed in a different stylesheet.
The problem I have with this is that nothing is unique anymore (or very little). It’s all regurgitated, recycled, repurposed… erm, something else beginning with R, rubbish.
How many Facebook marketing tips can there possibly be? Seriously.
The trick with content marketing now and in the next 12 months, I think, is going to be the creation of unique and worthwhile content.
Is it? Is it really that obvious? If the creation of unique – truly unique – and worthwhile, valuable content or news was obvious, then I wouldn’t have a newsfeed full of samey shit, would I?
“But You Do It Too, Kane”
I know, I know. I’m fully aware that I’m being hypocritical here. A quick scan through my archives and you’ll see all sorts of those kind of typical articles. Some more recent than others. Although, I do try and put a unique spin on things, write about specific nuances that haven’t been covered or try and cover inspirational or humorous anecdotes, analogies and metaphors. But, at a glance, yes, I’m a victim too.
But recently, I’ve been doing some work for a client who’s developed a new CMS. It’s fairly small, not on the scale of WordPress, but it has potential and the company certainly has ambition. Writing new, fresh content on a system that’s just starting to come to fruition is inevitably unique.
The content is specific and it has a real niche. Only people that use this CMS will have any use for the content. And because it’s not widely adopted, there’s more opportunity to attract more people to adopt it. That’s catering for, nurturing and expanding a tribe right there. That’s exciting content. That’s real content marketing. Twitter tips isn’t.
Twitter Tips are Boring
Please, from now on, when you’re designing content, make it worthwhile. Don’t blend into our newsfeeds with typical tosh. If you think you’re repeating something, you probably are. Don’t blog for the sake of blogging, blog if you have something to say.
Even if you’re a social media marketing agency, don’t even put Twitter, Facebook or LinkedIn in your titles. It’s boring. Tell us how you’ve had success. Tell us how you won your last client. What did you do for them? What were the results? What did you learn? What will you do next time? Could the campaign have been better?
Why tell us ‘3 Ways to Get Hired on LinkedIn’ when you’ve got so much more interesting and worthwhile stuff to share?
It’s time to move on.
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