See how, interestingly, if you combine information & function & visual form without story, you get “boring”. Something that looks good but isn’t that interesting.
Similarly, if you combine visuals, information & story without considering functionality and your goal, you get something useless.
Archives For Content Strategy
“But the top trafficked stories are never those. I mean, because of social media and the way it works, you can drag a horse to water and you can actually shove that horse’s face in that water and force it to drink. You can do a lot of things by getting very enticing headlines and things, but you can’t make that horse tell its other horse friends that the water is good unless that water is good.”
Provocative headline to drive clicks, but there is truth here that everyday advertising agencies just DO NOT UNDERSTAND.
Simply put, content marketing doesn’t work because it needs two attributes to be successful, a long-term commitment and high-quality content. And both of these requirements have high demands in terms of time and effort. Because of this, they are often ignored in an attempt to make content marketing more scalable and easier to deploy.
But unlike SEO and PPC, you’re not dealing with an algorithm when it comes to content marketing. You’re dealing with the reactions and emotions of your living, breathing customers. And that can’t be gamed, hacked, or exploited. Instead, you need to plan and deploy a content marketing campaign with the same care and attention that you would any other major company initiative.
Once you know who they are you want to help them. You do this by solving their problems. So, instead of producing content that’s all about you and your company, you should produce content that answers questions and helps them solve the challenges they face. As I’ve stated many times before, no one wants to download your brochure.
This means you shouldn’t be killing yourself to produce new content every single day. But rather, you should focus on producing high-quality pieces. As long as you’re doing that consistently, then arbitrary cadences don’t matter as much.
All content needs to be made interesting. What you’re doing as a writer is introducing variable rewards into your story. Everything that engages us, all pieces of content are engineered to be interesting,” he said. “Movies aren’t real life, books aren’t real life, your article isn’t real life. It’s manufactured to pull us one sentence after another through mystery, through the unknown. It’s a slot machine. Your article is a slot machine. It has to be variable. So just because an experience introduces variability and mystery — that’s good!”
So instead of just seeing your shares in buckets (100 Facebook, 50 Twitter, 30 LinkedIn, etc.) you see exactly how that content spread in a tangled web from it’s original sharer to other channels.