So, it's been said that content is king, right. I've even said it right here on this blog. Heck, Todaymade's marketing plan includes the words "content is king" right in the title. But, there are some that love to say that content is no longer king, including some of the folks over at Copyblogger.
Well, I think they're wrong.
It has never been easier to hit publish - to share your ideas. Blogs, Facebook, and sites like Tumblr make publishing and sharing easy. We all have a keyboard and just enough spare time to create content. The problem is that too much of that content is junk. Plain and simple.
As marketers, this is exactly what gives us the chip on our shoulder. We hesitate to get involved in the content marketing game, because there is already so much of it out there and too much of it is done poorly. Do we really want to be associated with this crowd?
I guess it just comes with the territory. If it is so easy to create content, then it means that just about anyone will try to do it. God love those who say it, but sometimes the idea that 'anyone can write' falls flat on its face.
Good Content Is King
Media has always been polluted. Ad agencies are constantly looking for ways to stand out from the crowd. Even your industry is crowded. It can be difficult to differentiate ourselves from the competition. For years, we have been pretending that it was the marketing department's job, to figure out how to make us different, and to stand out. Well, how is that working for you?
You see, no amount of marketing can save a shoddy product. If your products stinks, you don't need branding or an ad campaign. You don't even need a fistful of cash to make the problem go away. What you need is an attitude adjustment.
Back To The Basics
Quality is a funny thing. It is difficult to quantify, but it is something that we all understand and can see. It's a "I'll know it when I see it," sort of thing. We all want it, and seek it, but oftentimes have trouble creating it. And that is the difference. Quality is what separates the marketing men from the boys.
I do believe that we all have the ability to create top-quality content. We all want to, and we even know how. We just don't take the time to get it done. We treat content like a to-do item on a check list and forget to put in the extra grease necessary to get the job done right. I call it The Lazy Marketer, some people call it being busy.
No matter what you call it, don't fall into the trap. Some create content that is so heavily built around important Google keyword that is has no soul. Some create content that has so much soul that it doesn't actually contain any relevant information. Either way, the problem is the same. A high priority on getting it done, and a low priority on doing it right.
The internet is a busy place with a lot of content, but the good news is that there is always room for one more thing - great content. Make your content great, and you will always have an audience - I promise.