This headline features pretty dramatic words, especially coming from a content marketer. But it’s true: I’m sick of content marketing. Thank heavens, finally, somebody has explained why this once useful approach to sharing with current and prospective customers has become so tiresome.
In mid January, Target Marketing featured a great article by Jeff Molander titled “Never, Ever Outsource Your Content Marketing Strategy.”
In short, Molander debunks the content marketing frenzy that has filled search engines, websites, and eBooks with repetitive, thoughtless, rehashed stuff. I love this post and here’s what I’ll add to it.
Effective content is less about “outsourcing” than about insisting upon content that’s created with an original, thoughtful, informed voice, outside or inside the enterprise. Tell your readers something they don’t know or haven’t quite thought about. Connect some dots. Go out on a limb. SAY SOMETHING. Content is worth squat unless it’s filtered through a thinking mind.
Take Seth Godin, for example. [Full disclosure: I actually don’t want to take Seth Godin because I don’t like the Seth Godin online persona. But he’s an “influencer” with eyeballs and ears, followed by most marketers.] He thinks about interesting stuff, outside the box. Granted, since selling yoyodyne for $30 million in 1998, Mr. Godin would appear to have the resources to think, which he does rather well, displaying something of a sixth sense for the “Zeitgeist.”
Anyway, as fate would have it, Seth Godin introduced me to The Technium blog titled “Better Than Free” written in 2008. The fundamental notion supposes that when copies are free, you need to sell things [content] which cannot be copied.”
Technium goes on to list “Eight Generatives Better Than Free” — all of which give teeth to my “not-new rant” about content marketing, to wit: If you’ve gotta clone it, you’ve blown it.