I don’t know about you, but at times the world of online marketing feels a bit shallow to me. One of the main reasons for this is that a lot of blog articles and headlines are trying too desperately to grab my attention, and not putting in the time needed to truly understand a subject.
If you don’t believe me about the ridiculously fast-paced nature of our society these days, have a gander at this book title that came out a couple years ago: The Faker’s Guide to the Classics. I mean, there are books devoted to pretending that you’ve read other books! Things are getting a bit ridiculous—not to mention post-modern. That is, content recycled from content that’s already been written. That is the ultimate in redundancy.
Related Article: Content That Gets Found, Loved and Shared
What is the moral of the above rant? Good content boils down to substance and originality—as opposed to flashiness and glitter. You can’t fake that! According to a recent poll cited in Contents Magazine, 65% of web readers think that online information is generally unreliable.
Back in 2013, Robert Wynne of Forbes.com highlighted one of the main problems with the term content marketing: “Of course, content marketing, like a good Hollywood comedy, doesn’t work without good writing. The secret? Tell a good story.”
In other words, without the ‘content,’ there is no ‘marketing.’ So how does one develop good content? Perhaps by pulling the plug for a while and doing something extremely old-fashioned like reading?
The art of learning for learning’s sake is an acquired skill, but one that can be cultivated by developing habits such as spending time at the local public or university library. If there is something you are in the business of marketing, it’s safe to say that you probably know at least a fair bit about that object or area already. Further study can only deepen your knowledge and perhaps allow insight into a lesser known angle or specialized field of study or expertise.
Rather than focusing on spinning content in a certain way, focus on offering up information that is truly educational and illuminating about your subject. Think depth before breadth, in other words. Later, when you are in search of new contacts to reach out to, you can explore new message boards, blogs or communities that are experts in this particular branch of the field. By appealing to more highly educated experts, you’ll tap into new markets full of more potential customers to attract.
After fully developing your knowledge about the subject you are in the business of marketing, you’ll be more prepared to delve into the nuances of the ‘marketing’ part of ‘content marketing.’ Now, it's time to pick up the books and start learning!