Help - I'm drowning in content

  • Help - I'm drowning in content!

    /images/neil_july_2012.jpgThe saying 'content is king' is almost overtaking 'cash is king' as a basic principal of business (which is mad really).

    In a quest to ascend to the newly created throne of thought leadership, every business is on a content crusade.

    But quantity isn't adding up to quality and the internet is becoming overloaded with generic, un-original posts and comment that add little value to anybody. Unfortunately, I have to agree that marketing is among the worse offenders.

    A recent article by Max Tatton-Brown in EConsultancy (which does add value) hit the nail on the head for me when he said: "The world doesn’t need more content, it needs better editors".

    Max goes on to say:

    "Content creation is not a skill that everyone has and [businesses] need to get a grip on this fact.

    Too many marketing teams are kidding themselves that they can write, interview, or unlock the extra essence that takes the finished product to the next level."

    How true.

    A good article will combine substance and form. The substance comes from the insight, information or ideas it provides to the reader. The form comes from presenting it in a way that the reader is going to find easy to read and navigate.

    Headlines - the topic of numerous blog posts in themselves - need to attract and inform, but they mustn't raise expectations to a level that the article itself doesn't deliver.

    A good editor, with journalistic training, will know how to do all of this. He or she will be to able to identify the angle and present a point of view. They will understand what to put in and what to leave out - and when to drop the idea altogether, and they will understand that they are running a brand and create a consistent style.

    And yes, they will pick up the typos and grammar errors too.

    In short, they will bring standards.

    Standards come with experience. The skills can be learned and some people are more natural writers than others, but your blog shouldn't be treated as a classroom.

    The final word goes to Max:

    "The art of telling great stories that generate value for your business deserves a more dignified and confident approach. But the first step is admitting you have a problem".

    Take the advice on board.  Save the world.  Before you publish content, find yourself a decent editor!

     

    The Marketing Eye employs trained and experienced journalists to help clients with quality content generation. If you need help in this area, please give us a call.

Related articles

  • Read More

    SharpSpring launches visual workflow builder to enhance lead generation and sales

    SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...

  • Read More

    Why can’t we make faster business decisions?

    Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...

  • Read More

    Marketing activity so bad it’s quite literally criminal

    A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...

  • Read More

    Jason Dilworth joins The Marketing Eye to develop technical capability

    Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...

  • Read More

    A third of B2B marketers are tracking sales through social

    For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...

  • Read More

    Repeat, Repeat, Repeat – 4 reasons to keep contacting the same prospect list

    Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...

  • Read More

    Promoting video content on social media

    So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...

  • Read More

    Four Facebook ad campaigns you should be running to attract and retain investors

    With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...

  • Read More

    6 quick wins when you first sign up to marketing automation

    Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...

  • Read More

    7 characteristics of social media implementation in B2B marketing

    If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact

Close

Contact us

T 01825 765617

E hello@themarketingeye.com

Our offices

Full details of our offices in London and Uckfield more

Request a call

Close