First off, I should be honest right up front: I lied. I’m definitely NOT going to give you 37 blog posts to stop writing. Instead, stop writing list posts just because you read somewhere that they’re good.
We are TRASHING the opportunity to create great content marketing
Attention gimmicks are just that. They earn us attention. Briefly. And then what? If you’ve got no “next,” then you’ve just wasted it. Your “71 productivity tips” post is like Stewie (and all children):
Can’t see the video? Click Here
Every time we create junk, we’ve just “mommamamommymom’ed” the community we have the opportunity to serve.
And I Don’t Really Only Mean Blogs, Either
The weirdest thing has happened to my Twitter stream. Look at this (my mentions):
My mentions stream, EVERY DAY, is a mountain of people tweeting that reasonably dumb quote of mine. (I mean, nice sentiment and all, but every day? Hundreds of times a day?) I wanted very much to blame @ValaAfshar, because his name is attached to it, but I suspect someone who follows HIM stuffed this into some weird quoting software. I hate it.
But what it UNCOVERED to me was more interesting: lots and lots and lots of people are just stuffing quotes into Twitter, into their streams, because I suspect they’re thinking, “Well, you’ve gotta feed the beast. Keep delivering content. Even if it’s just a bunch of quotes I like.”
The old (or misguided) mindset of “stuff all kinds of posts into the stream, and blog to ‘catch’ them” is no longer welcome here. The whole “Netflix-ing” of content is because of that. People are “scrolling through” content in vast swathes because we (I’m blaming you, but I’ll say we to be polite) have been delivering junk content. List posts that are barely useful, “me too” posts, and then stuffing them into our Twitter streams alongside all the dopey quotes we *think* people like.
Commit to making better content, content that serves the community you have the pleasure to interact with, and make it good. Make it worth it. Instead of “feed the beast” content, create material that’s helpful to others.
Are you willing to do that?
Commit to me. Commit to making BETTER content that serves. No more fluffy link-baity content. Okay? Let’s deliver our BEST work to those people who give us their attention. Deal?
One More Thing
I’ve got a free ebook for you that might help a bit. A smidge. It’s a bit about how content marketing, specifically blogging, functions in this new world and how to get more value from it.