The Greatest Sin Of A Content Marketer
I tell you...
If you are doing this, you are committing a GREAT SIN as a content marketer.
Are you following the herd?
What I mean is, are you doing something just for the sake of doing it?
Because others (maybe influencers) are doing it?
Have you mistakenly fallen prey to The Tipping Point theory of Malcolm Gladwell?
If you said yes, I don’t blame you.
“Let's face it. We live in a command-based system, where we have been programmed since our earliest school years to become followers, not individuals. We have been conditioned to embrace teams, the herd, the masses, popular opinion -- and to reject what is different, eccentric or stands alone. We are so programmed that all it takes for any business or authority to condition our minds to follow or buy something is to simply repeat a statement more than three or four times until we repeat it ourselves and follow it as truth or the best trendiest thing. This is called "programming" -- the frequent repetition of words to condition us how to think, what to like or dislike, and who to follow.”
― Suzy Kassem, Rise Up and Salute the Sun: The Writings of Suzy Kassem
So yes, you are just being human. I am not that different either.
However, let me put it out to you as bluntly as I can.
You are doing it WRONG!
The sole reason is that you are a “marketer”.
Why do you think they always ask for ‘creative bent of mind’ when they post that ad on Monster? It’s not for the sake of including it because it sounds so dandy and the company was in lack of better criteria.
It is because...
Your job as a marketer is to disrupt marketing strategies.
You heard that right.
As a marketer, you don’t follow the age-old, outdated strategies on and on. It will diminish business results further over time and you will end up getting handed the pink slip, ouch!
For example, look at the content marketing industry today.
For God’s sake, every Tom, Dick and Harry is writing 2000+ word blog posts. I never knew there were so many “experts” around me—on every possible niche under the sun.
Tell you what, it’s a fallacy.
But I am not going to criticize the industry here. If one likes to pose as an expert in his black suit and speak to a hall room full of audiences, who am I speak against it?
Everyone has right to do what they want to do (at least within restrictions).
If you as a marketer try to follow the herd and spout out long-form pieces one after another, to prove “Who’s your daddy?” theory, you are the Bigger Fool, my friend.
Rather, do something different.
If they are writing 2000+ words articles, write 200 words—but of superior value.
Make it count.
Remember, at the end of the day, your customer desires higher value, he doesn’t go looking for 2000+ words posts or infographics or whatever.
As Seth Godin says:
“In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.”
Can’t beat that. Love his ideology.
Your Content Marketing Takeaway-of-the-Day:
Go in the opposite direction searching for a higher value to your customers.
With my best wishes,