I believe most companies simply want to create written content—blogs, for the most part—and don’t care whether or not it’s great. And I submit, as evidence:
- The Internet at large: It’s polluted with dreadful blogs.
- The blog graveyard: A shocking percentage of bloggers pull the plug.
- The proliferation of content farms: Low-cost writer brokerages continue to thrive because marketers want more pages, posts, URLs, emails… Essentially, they want more web real estate.
- The atrophy of writing fees: Now that everyone and their cousin-in-law provide content writing services, it’s become Walmart.
- The bell curve: As interest, and activity, in content marketing continues climbing, a normal distribution curve suggests only a small percentage will achieve excellence.
It not great, then why?
I wonder if the masses that produce low or mediocre quality content understand content marketing, and in particular, the purpose of written content. It’s hard to deny many companies simply feel it’s an obligation of doing business, perhaps like getting listed in the yellow pages once was.
“The competition has a blog, so we should too.” That sort of thing.
I may fail to deliver new revelations here, but I’m going to reiterate what you can accomplish with content marketing. Understand, first and foremost, the purpose is to help get and keep customers. (more…)