Content Marketing is Getting Boring. Move on.

Content Marketing Is Boring. Move On.That’s right, I said it. And I’ll say it again:

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.

It’s all:

  • Mobile this
  • A/B testing that
  • Facebook tips here
  • LinkedIn hacks there
  • Twitter guides you need
  • Pinterest tricks you don’t
  • Responsive design
  • Etc
  • Etc
  • Etc
  • Yada
  • Yada
  • Yada

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 Future

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.

“That’s Obvious”

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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  • http://uk.linkedin.com/pub/jonathan-galloway/37/357/677/ @JonnaGalloway

    Kane,

    I love how blunt you can be with your topics…but at least your consistent!

    I’d agree with these topics:
    * 5 reasons you should quit your job
    * 10 Facebook marketing tips you never knew
    * 6 social media management tools you should drop
    * 5 tips to help you with recognising this title is bullshit…

    I’m pretty frustrated with opening LinkedIn for example and seeing this topics placed across the top of the update feed. I don’t see it as much on Twitter but that’s because I’ve chosen not to follow these people/companies – which is a shame really to say they’re in my main interest area.

    Give us something interesting for once!!!

    • http://www.kanesimms.com Kane Simms

      Why thank you. It’s true mate, LinkedIn is turning similar. Same here, I love digital marketing, but it’s getting to the point where there’s that much rubbish content out there, that the whole ‘content marketing’ thing is danger of being on its way out.

    • http://www.kanesimms.com/ @kanesimms

      Cheers mate,

      Yea, maybe I need to clean up my Twitter!

      I don’t know whether it’s because we’re too involved or too close to the whole ‘content marketing’ industry or what, but it seems to me as though it’s predominantly content marketers marketing to other content marketers selling content marketing! It’s only a matter of time before everyone gets bored.

  • Arek Estall

    Hi Kane,

    Great post. Nice liberal use of the word “shit”.

    Do you remember a time around 2009, when Twitter was full of useful content, where every Tweet felt like real insight? Do you remember a time around 2006, when Facebook felt fresh and new? I know you remember in 2012 when free information felt, well, free.

    Every marketing channel has a lifecycle. Part of that lifecycle (I’m talking digital here) is after a couple of years when the lazy, late adopters join the party and start posting – as you would put it – shit. Not knowing how to innovate, they copy what’s already successful. They don’t know the meaning of the word innovate, they only know how to replicate.

    We’re safe from being the same as them as marketers as long as we keep trying new things. Let them have their “top Twitter tips”. We need to focus our energies on the new and exciting.

    Question is, what will be new and exciting in 2015?

    • http://www.kanesimms.com/ @kanesimms

      Hi Arek,

      Cheers, it’s one of my favourite words.

      Extremely well put. That’s exactly what it is, laziness. And it pisses me off!

      To be honest, I think images and video will continue gathering pace and I’d like to see audio make a comeback. The time people have to consume content is getting shorter and shorter, so I reckon there needs to be focus on high impact, ‘micro engagement’.

      What’s your thoughts for the future of content marketing?

      • Arek Estall

        It’s a good word.

        Yeah images and video are getting more and more important. I think an emphasis on less-is-more will cut through the noise. For instance, doing one incredible post that really engages. Not releasing 20 boring eBooks.

        With the popularity of memes and gifs, maybe we’re heading full circle back to visuals and symbols, like cave men. And I’ve got my loin cloth ready.