Content Marketing Taken Over by Zombies

Wednesday, October 2nd, 2013 at 4:32 PM | Category: Business, Marketing, Meryl's Notes Blog, Writing 5 comments

Newspaper ZombieZombies are in. I think its popularity started with PopCap Games’ “Plants vs. Zombies,” which took up many hours of what little free time I had. Now, I wasn’t the likely candidate to be a fan of the game because I’m so not a fan of horror. Yet PopCap created a cute and fun game.

Yes, I said cute in referring to a game with brain-eating creatures. C’mon. It has a dancing zombie with backup dancers. Admit it. That’s cute.

Zombies Everywhere

That’s the extent of my interest in zombies. I will not read “World War Z.” I will not view its movie. And I will not check out “The Walking Dead” no matter how many folks rave about it. I didn’t even want to check out “Under the Dome” knowing its author was Stephen King. (I read the reviews that said it wasn’t horror. Instead of the horror thing, I feared being left hanging. Sure ‘nough, it wasn’t horror and they friggin’ left us hanging!)

Anyhoo.

“But, Meryl! I don’t like horror either and I love the show,” friends said.

Thank goodness I have a trusty husband in Paul. I sent him on a dangerous mission: Watch “The Walking Dead” alone and report back.

He did. The man knows me better than I do. (Mostly.) Paul advised against watching it and explained why. He was right. Me no likey.

Like the popularity of “The Walking Dead,” marketers have jumped into content marketing in growing numbers like the multiplying zombies in “World War Z.”

Missing: Content Marketing Brains … If found, please contact your local marketer

Based on evidence of the quality of content — or lack thereof — out there … some marketers let the content marketing trend guide them rather than their brains. (Maybe zombies got to them.)  Like anything that catches on, folks hop on without giving a thought whether it’s the right thing, or doing any planning.

That’s happening with content marketing.

And a lot of content marketing is crap. (Please excuse my rare cussin’. This still calls for it.) Not only is it crap, but also it’s delivered to the wrong folks, at the wrong time, in the wrong place or all of the above.

Or they’re not doing true content marketing. They’re selling. Just look at these stats Steve Olenski found and shared in The Catastrophic Social Media Content Marketing Mistake Marketers Are Making.

Main objectives for paid digital media

Here’s his explanation why this is catastrophic:

It means that marketers are putting more emphasis on selling than they are at establishing relationships with consumers via branding.

It means that marketers would rather try and sell you something than say tell you a story.

It means that marketers are only in “it” to increase their bottom line.

What Content Marketing Really Is

Per the last bullet — Olenski knows the whole point is to make money for the business. He explains:

When I am asked for my definition of content marketing, I usually include the phrase “guns blazing” as in “you cannot go into a relationship and maintain a relationship with a consumer guns blazing. You have to engage, relate to, share relevant content with your audience and yes integrate your ‘guns’ AKA your product, into your overall content marketing strategy.”

It cannot be sell, sell, sell at every single turn.

And Michael Brenner makes these points about the future of content marketing:

Quantity content WITH Quality to support the growing information needs of our customers.

Brands will resemble publishers and assemble newsrooms and hire or train journalists who can tell stories and contribute to major publications.

Sponsored stories. Brands will continue to create more quality sponsored content that is buyer-centric and that removes the brand from the story. (Emphasis mine.)

Content length will continue downward as our real-time, mobile world seeks smaller, more “snackable” and more “shareable” content.

Good quality is always a must. But the rest of it (quantity, what to provide, etc.) depends on target market *needs*. Brenner reaffirms what Olenski said. I applaud his last point about content length. I don’t care how great a story someone tells. I rarely read a 2,000-word story. (Not counting books, of course.) I disagree with folks who say that a person should use as many words as needed to tell a story. Some publications can get away with it — and that’s because they know their audience and deliver what they crave.

Even though a lot of content is crap, there’s still a lot of it out there and some of it valuable. I’d rather have a buffet of content in small portions than eat one dish and get bored with it.

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