Content: The Single Biggest Threat to Content Marketing

I recently came across a video entitled The Experts Weigh In: 7 Stellar Examples ofContent Marketing, which features seven content experts talking about their favorite content marketing campaigns of 2013. Thought leaders like Jay Baer, Ann Handley, Aaron Kahlow, Joe Chernov, Michael Brenner, Michael Stelzner and Joe Pulizzi lend their unique insight into the people, companies and agencies doing content right.

We all know that content marketing is the wave of the future. Marketers are now using more and more content on their digital medias, and they will continue to do this well into the future. Without new and exciting content being posted to their websites, blogs and social media sites, businesses have nothing to attract and maintain new and current consumers.

Content is the key to success for any business.

But it can also be the straw that broke the camel’s back.

Because of the rising popularity of content marketing, more and more businesses and more and more departments within these businesses are starting to create content. It is vital to keep your content current and updated, but with so many people (some of them inexperienced or untrained) creating and uploading, some of it is bound to be of lower quality.

Doug Kessler, Co-founder and Creative Director of the business-to-business marketing agency Velocity Partners, created a Slideshare “rant” about this problem. Crap: The Single Biggest Threat to B2B Content Marketing outlines the current trends in content marketing, the over saturation in the industry and the best ways to stay afloat a midst all the crap.

“If you’re in the business of generating great content the kind that really helps people do their jobs; the kind that entertains as well as informs; the kind that blows people’s socks off, then sells them slippers; you’re increasingly going to be up against the other kind of content. The Shite”

Now content marketers not only have to constantly create relevant and helpful content for consumers, but they also have to differentiate their good content from all the other crap out there. Content marketing is all about turning prospective consumers into consumers, and you do this by getting them to lower their Marketing Defense Systems. This is the viewer’s force field, their barrier against content. If what you post is relevant to them, riveting and helpful they will slowly lower their barriers and absorb more of your content. But as soon as a speck of irrelevant, boring or useless information crosses their path. Whoosh. Up go the defenses.  

The best way to convert casual visitors into customers using your digital assets is with great content. Content that helps people solve their everyday problems is what gets people into stores and buying products. Content isn’t about convincing people to buy your products or about promoting your company, it’s about telling a good story.

Business Communications expert Barb Sawyers wrote the article Five Ways to Tell Stories the Sell, which highlights the five ways to tell stories that build relationships and credibility. Sawyers uses five steps to “open the minds and wallets” of people, as well as to keep them coming back for more.

1. "Don’t Play the Hero" – don’t praise yourself, your business or your product. Focus on the reader

2. "Show Don’t Tell" – use characters and actions to tell your story. Don’t spew facts and adjectives at potential customers. Paint them a picture.

3. "Simple Story Structures" – Keep it simple stupid. Kisses are key.

4. "Grab Your Audience Quickly" – Don’t wait to get your story going. People have short attention spans. They want to be entertained and entertained immediately.

5. "The Moral, or Selling Point of the Story" – In content marketing the moral of your story isn’t don’t talk to strangers or be kind to one another. Its buy, buy, buy. The moral is your call to action. 

Kmart used these steps when creating their Ship my Pants commercial earlier this year. The story line is simple enough; Kmart ships things now. This information isn’t exactly riveting but instead of just telling the audience about it in a boring, mind-numbing way the company utilizes humor to attract attention and get their point across. This content is relevant and attractive to Kmart customers, and the humorous aspect, which begins immediately in the commercial, keeps people watching. 

Another company utilizing content in an amazing way is Lowes. The home improvement super store is not only doing content right but they are also doing it in such a way that it appeals to the masses. Using the most recent super star of social media, Vine, Lowes has found a way to entertain and lend a hand to their audience in six short seconds. Their campaign Fix in Six features a number of six second videos showing viewers how to complete a series of household hacks. The videos are short enough to hold the watcher’s attention yet don’t fail to get their point across and be useful. Vines are the hot new kid on the block right now and Lowes has taken full advantage of this. This social media outlet is particularly popular with today’s young people. Twenty something’s who would usually have no interest in things of the home improvement nature are watching these videos because they’re short, useful and entertaining.

In my opinion these are all great examples of content marketing. The experts have spoken. I know I’m not a thought leader like some but personally I think that video and visual content will soon take over the world of content marketing. I hate to say it but people are lazy. The more watching and the less reading we have to do, the better. No one wants to sit around and read a 1000 word blog post when they could watch a thirty second video and gain the same information.

Over content is over kill.

"Bottom Line:
The Content Deluge is approaching. Raise your game, build a great content brand or prepare to get soaked."