…content. It’s a content-flooded world. No, it’s a content-deluged world. It’s a wonder no one’s been called to build an ark or hasn’t witnessed animals coming two by two.
You HAVE to have a blog.
In this world, people are told they have to have a blog. They have to publish content consistently.
Consistency, of course, is important, but the underlying implication is that people need to push their content all the time to all the channels. They need to press their message on anyone who’s listening and even those who are not. They are to be a flood, a deluge. They don’t see that some people are building arks. They don’t understand that their audience is leaving – perhaps not two by two, but they are leaving just the same. They aren’t following anymore. They aren’t listening. They are tuning out what businesses are in danger of becoming: white noise.
What should be done then? Should businesses not have a blog? Should they stop peddling their content? Perhaps, but perhaps not. A blog is not the end-all, be-all. Neither are white papers, case studies, email newsletters, and social media updates. Such things are tactics and supporting materials, and they need to return to playing those roles. They cannot be or replace the strategy.
Destroying the land with “content-wash”
What would happen in a world like that? Would people pay more attention to the company that sends a gentle rain rather than the one that destroys the land with its content-wash? Would companies that choose the quieter route become the ark that people enter for safety? Would people broadcast that company far and wide? Perhaps they would. It’s certainly something to ponder as everyone attempts to escape the content-flood.