Content Shock Versus Content Verbiage

2017-10-02 7:10

by Tim Hughes | @Timothy_Hughes | LinkedIn

The other day I read an article where the person used the term “content shock”.  I had no idea what this was so I had to Google it.

Content shock is the position where there is so much content, that it’s a waste of time creating it. So you might as well go back to 1930s style marketing, which is where you annoy everybody by interrupting them and broadcasting about what you do.  Or, put it another way, advertising.

As you can imagine the person that wrote the article was selling advertising.

80% of content is not read

Buy why is that?  You are reading this for example, so nice to know it isn’t part of the 80%.

Enter content verbiage

Most content I see is uninspiring, brands still holding onto the notion that they can control the message, that people are interested in their products or services and for some bizarre reason that that posting this rubbish on social media is digital marketing. Or if a sales person does it, they are social selling.

At my previous company they had teams of people working on content and then an “echo chamber” enabled the sales people to post it on social media.

“Why am I not getting any follower growth?” the sales people would ask me.

“Because you’re boring” would be my reply. “If you were at a party and starting talking about a super dooper new server or software version, people would make their excuses and leave, yes?”

“But this is the official content I’m told to share, so surely those clever people in marketing, know what’s right?”

Boring, boring, boring …

I don’t know about you but I’m bored of all this corporate rubbish on LinkedIn.

But what are we to do about it?

Our company of 12 people puts out one 500-word blog, every day, seven days a week.

Just think what a company that has 100, 1000, or 100,000 employees could do?

We get at least three pieces of inbound every day.

Now I’ve not measured a correlation. Apart from when we stop the content, the inbound drops, but my gut feels that there is a connection.

So, what makes good content?

First, it takes hard work.  Often it requires a change in leadership and certainly requires a change in the operation of the marketing and sales departments.

(A VC friend of mine told me the first thing they do when they buy a company is fire the marketing department.  His view is, if they haven’t implemented a digital and social marketing strategy by now, they never will.)

The Jeremy Clarkson school of content

Like me or hate him, Jeremy is a great “framework” for good content.

The mistake people make is they sit and look at what they need to “sell”.  Or they bombard people with facts.

But in fact, what we need is a structure similar to this blog.

A stream of entertaining consciousness.

You don’t need to mention your product or service, it’s implied by your name on the article.

This blog is a great example, no mention of DLA or what we can do for you.

Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media StrategySocial Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.

 

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