The Emperor’s New Clothes

Are you going along with crowd because you don’t want to rock the boat?

We all know the story of the emperor’s new clothes. Two swindler vendors sell the emperor a wardrobe made of the finest fabrics. These fabrics had the magical power of being invisible to anyone unfit for his post. The emperor’s procession to show off his fine new clothing, had everyone saying how great it looked, even though the emperor was naked. One little boy insisted on telling the truth.

Well, this is like what is happening with the Content Marketing fad. Someone hails Content is King, but it takes a long time to generate results. The entire marketing kingdom buys into this to the point that today we have marketers stumbling over each other, generating similar content.  Creating content just for the sake of creating content.

A most concerning statistic from the most recent Content Marketing report was that only 30% of B2B marketers said their organizations are effective at content marketing. That number is down from 38% last year. On top of that, only 6% say their content is “Very Effective.”

For the past few years, I have remained quiet, as I continued to swim in a sea of the same old same old.  I hoped for a change, but the trend is still in place today. Google any topic and you will find ten to twelve uniquely similar content pieces that have been published. If I feel inundated with the same old same old, what must our target audience be feeling about this. No wonder content takes forever to work.  So today, I am saying, “I don’t see any clothes!”

What Can We Do Differently?

I have stopped writing content for the sake of writing content. If I don’t have something unique and interesting to say, then I wait until I do. How do I know if my idea is different? I Google it and see if it has been done before. If it has been done once or twice, no problem. But, if there are a dozen other posts there, ask yourself “Do I really have something different to say that these don’t cover?”

I recommend diverting a good chunk of the time you spent writing content to looking for new avenues of distributing it. What all of us need is fresh eyeballs reading our unique material. Building and increasing our audience is more important. More important than just generating content for the sake of putting something out there.

The Bottom Line

The bottom line is that if things don’t change, content marketing is going to go away. Eventually, there won’t be anything left to write about that hasn’t been covered off on tenfold already.  We need fresh ideas for new posts and we need to spend less time creating and more time expanding our reach.

I am interested in hearing what you have to say about this, whether you agree or disagree. What are you doing to expand your reach? What can we do to remedy the oversaturation?


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    Gerry Nason Written by:

    Gerry Nason is a Senior Content Copywriter for HiP B2B. He also has extensive experience with generating high quality executive leads. Gerry worked for six years as the Producer & Director of a weekly music show, appearing on cable access TV in New England. During those six years, In Tune won 18 awards for video excellence.

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