Marketers can’t resist a good buzzword. If you read anything written by someone in the marketing industry, you will likely be inundated with crafty words and phrases like “clickbait headlines,” “viral,” “storyteller” and, well, “buzzword.”
It’s not that these are bad words, some of them are actually kind of creative and fun, it’s just that they’re not always helpful in explaining what makes a good marketing practice.
It’s kind of like someone telling you to create fresh content because it’s the only way to go viral. You have to be a storyteller in your industry, and make sure to use lots of buzzwords so that your writing gains traction.
See the Point?
It’s kind of like speaking with a teenager. You understand each of the words they say individually, but when they string them together in a sentence, you have absolutely no idea what they are talking about.
What is Fresh Content?
It’s not enough to just develop content for the sake of filling pages on a blog. It’s estimated that over 2.5 million blog posts are published every single day. With numbers like that, simply writing something that doesn’t serve a purpose doesn’t stand a chance against the sheer amount of content that exists.
It all becomes white noise.
When marketers say content should be fresh, they mean that it should have something different to say. At any given time, there are hundreds, if not thousands, of people writing on the same topic as you. Good content writers know how to separate themselves from the masses, how to approach a topic in new and engaging ways.
Don’t be Afraid of a Bit of Controversy
We recently wrote a piece on why companies should stop sending email blasts. Why? Because it’s a controversial topic that people are talking about, and we took a stand on one side of the issue. We didn’t simply write about best email practices, we sought to engage our audience by changing the way they think about marketing practices.
A bit of controversy is healthy for a blog, and companies should take a stand on issues that impact their industry. Fresh content doesn’t mean that you are writing on a topic that has never been covered (virtually impossible), it means saying something about a topic that has never been said before.
J.K. Rowling was hardly the first person to write about Wizards, but her new take on that section of the fantasy world earned her a book series that has sold more than 450 million copies, placing “Harry Potter and the Philosopher’s Stone” at number five on the list of best-selling single volume books. As for controver, look no further than J. D. Salinger’s “The Catcher in the Rye” (number 15) and Vladimir Nabokov’s “Lolita” (number 24).
So go on, be controversial, be original and most importantly, be true to your company and your beliefs. Just remember that there is a line that can be crossed when it comes to controversy, so leave your thoughts on the next presidential election off your company’s blog.