I was reading a blog post on creation a content audit on Content Marketing Institute and about half way through I lost my will to live. It was just so boring.
Useful and relevant, yes. But why does detailing how to do content have to be the arse end of dullsville? I admit my eyes start to glaze over when people gob out terms like kpi and ideation and that horrible, squelchy word, outreach.
We of course need a technical based language in which to communicate and discuss these new techniques. But are they so new. The human brain is the same old wet, bag of chemicals and hormones its ever been. Replete with ancient coding and a highly irrational sub conscious.
The new bit about content marketing is simply the production process and the delivery. The essence and intent of the message is the same as it’s ever been since a cave woman drew a visual description of the hunt the men were exaggerating about just being on.
As ever it’s about communication and persuasion.
And yes I suppose you do need to drop all your content into spreadsheet and analyse. It helps if you gamify the process as it has the danger of turning into a real grindfest.
Let us not forget that “content” is mostly about images and words – and video and audio and animation and…..
Content has never changed the world, never inspired men to the Moon or caused people to rise up and revolt against injustice.
Labels are important, they provide context, they set the scene. The label of “content” tends not to inspire or galvanise, but squat there on the screens, filling a space that was vacant, filling a line on a spreadsheet. When the real context it should be framing is that of something that will change the world, however small. Move the story of human endeavour along just a little bit more. Even if it is to describe the Top Ten best chocolate cakes.
Content audits are important, but let us not forget the power that words and ideas can carry.
It will be words which will send us to Mars, not content.