Come on, who hasn’t had a go yet?
This blogging is great fun! It’s like karaoke. You’re just a little more sober (I hope). And it’s taking place between 9 and 5.
It shouldn’t be.
Somewhere along the road the ‘blog for authority’ message intersected with ‘get everybody blogging’ and collided. Head on. And the result is nasty.
As you strive to get more content out into the public domain because, well, that’s what you’re meant to do, value your customer’s time.
‘This is Danny. Danny is our new recruit. Danny is going to tell us what he knows about [insert relevant topic to your industry].
Let’s assume Danny is fresh into the workplace. You know Danny. He’s keen. He’s wide-eyed. He’s excited at the opportunity to have his article published on the website. Who wouldn’t blame him?
Somewhere quantity began winning the game over quality. It’s out there and free to view.
And there lies the problem.
You’re in the business of building influence in your marketplace. You’re in the business of demonstrating your authority in your marketplace. B2B. Retail. Service industry. The same premise applies.
So why are businesses encouraging one and all to publish on their websites?
Simple answer? Content marketing, in 2016, still isn’t seen (not by all, but by the majority) as a valuable marketing asset.
The smarter companies know how to publish articles that influence. They’re written by people with perspective and opinion. People who don’t simply regurgitate what they’ve read. Their writing leads with example. Again, demonstrating authority.
The ‘humanise your business’ mantra is louder than ever. Rightly so. No marketing agency should miss the opportunity to publish 10 great reasons why you should ‘humanise your brand’.
There does, however, need to be a cut off point.
Humanising the brand doesn’t mean subjecting your readership to content where the keyboard is being passed around like the karaoke microphone.
Leadership in marketing requires editorial guidance and the willingness to address content that isn’t worthy of your audience’s time.
It also requires clear objectives, from the top of the business down, with regard to the role of content marketing. To be ‘doing’ isn’t good enough. You’re a marketer. You’re not in the business of ticking boxes.
I believe you have the opportunity to build your brand less ordinary through the content you create. The opportunity to make use of the perspective of your colleagues for the good of the business. Through the ease with which you can publish opinion to be shared with your customers, not simply within the boardroom.
Opinions matter.
Opinions are gained through experience.
Experience providing for, and listening to, your customers. Not simply talking at them.
Your content strategy is to provide for your customers in a way that your competition can’t.
That boils down to 3 key elements.
Your people.
Your process.
Your perspective.
Make good use of them and your reader will listen and take action that benefits your business.
Don’t go down the road of the content free-for-all. Leave that route to the competition.
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