It’s time to get serious about marketing before it’s dead as we know it.
Over the course of the past 12-24 months, the term “Content Marketing” has blown up, and every agency and self-proclaimed marketer has jumped all over it.
As much as the amount of “marketers” skyrocketed in the past year or two, it didn’t phase me because—as these things usually do—it played itself out, and more and more companies are realising that they’re full of malarkey and can’t actually deliver results.
That leaves everyone scrambling to defend themselves, and as these amateurs come to light, I’ve been hearing a lot of complaints around it, things like, “Content marketing doesn’t work anymore,” “Everyone’s doing it,” “It’s just all noise,” “It needs to be small, bite size, and consumable for it to work,” and my personal favourite, “Oh, this isn’t about sales it’s about building a brand.”
All of that couldn’t be further from the truth. In fact, building a loyal and large following is still 10 000 times easier today than it was 100 years ago.
“So why am I putting out content on Youtube, Facebook, Twitter, Instagram, Pinterest, and LinkedIn, yet getting very low engagement? Obviously it doesn’t work anymore!”
No… Your content just sucks.
Sure it may be high quality, great humour, amazing graphics, fantastic and state of the art video editing skills, but that’s not the content, that’s the makeup, it’s the mask, it’s the sizzle.
The content is the steak, and most people can’t cook a steak to save their lives.
And when you sell sizzle and can’t deliver the goods, you’ve just insulted your audience, broken trust with them and ruined your brand. And boy, it’s hard to bounce back from broken trust.
People are busier than ever these days, which means if they gave your content a chance, and you insulted them with useless noise, they’re gone—and probably forever.
And I see this day after day, brand after brand, and it breaks my heart.
Here’s what you need to remember: the PRODUCTION and DISTRIBUTION of content has become incredibly easy and that’s where the noise is.
Just because the production and distribution of the content is effortless and can be done by anyone with half a brain, it doesn’t mean that the creation, the art, the expertise, the speciality, the story telling and downright masterful skill of creating a mouthwatering steak that leaves you craving more is easy.
In fact, it’s incredibly hard.
You can’t just whip together a masterpiece.
Think of it this way: everyone can make music.
In fact, YouTube is packed with self-proclaimed artist singing away from their basements. But it takes years of practice, it takes true skill, it takes patience and perfection to put together and orchestrate a symphony.
The world is full of these guys, and boy it’s noisy…
Yet despite the noise there’s still only a handful of these….and when this comes around, it breaks through the noise and goes from zero to hero in record time…
Just because Gary V tells you to just keep documenting your life and put out content like crazy and just work harder and hustle more and be patient doesn’t mean anything at all is going to come out of it.
Listen, it all boils down to the quality—and intent—behind your content.
If you’re thinking, “I want to grow my business, so I’ll just try this content thing and start putting stuff out and build a tribe so I can sell more shit,” you’re probably going to fall flat on your face.
The content, more than ever, needs to be amazing. You need to want to make content that honestly adds massive value and doesn’t hold back.
And let’s not leave this to assumptions… I’m assuming you know that it needs to be content your market actually cares about and wants to consume…
So if you’re a business owner who’s considering trying out this “content marketing” thing—which is the ONLY way to see incredible results these days because interrupting people is so last century—you need to make sure you do it right.
Create sizzle and back it with incredibly satisfying steak. Stop posting stupid videos about how good you are and silly selfies with quotes of your prowess. No one cares about that.
Add more value into their lives than anyone else is and they’ll be forever indebted to you.
To your success,
CEO RYS Group
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RYS Group Inc.
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