Content Marketing is making every Brand a Publisher

We know a massive disruption is occurring right now in publishing. Not only are old media like Newspapers under attack from the likes of blogs, but brands themselves are taking to online publishing or what some call content marketing.

Before, these brands would advertise in the old media, taking out adverts and buying advertorials. Now the brands themselves are creating content in which to build their brand, attract new customers, increase customer attention etc.

Although technology is allowing a brand or small business to become a publisher of web content and little cost, it is the story or the narrative of the message that is the true King.

Because, it’s not that content is king, most are wrong about this. Content is not King, it’s actually worthless. What is King is The Story. Unless the narrative grabs you emotionally and pulls you in, the content may as well be a pile of grey dust, stepped over on the way to buy a donut.

A lot of online properties have built themselves on foundations of waste pits of garbage content, churned out with no love and a couple of dollars thrown the writers way. Google with it’s not too recent updates put paid to that.

You can no longer build empires of online real estate using the Pyramid method, where the lowest level is garbage and links up to the next level which gets better and better in quality, till at the summit you actually get to the point where you have something you actually want to read.

Efficiencies in scale are always important when it comes to publishing. But if the content you produce does not resonate, does not connect, what’s the point.

Teaching content marketing on Linkbait Coaching daily means I come into contact with people who get this, along with:

  • An understanding you have to think before you create
  • Knowledge that real people need to desire the content
  • Time and resources will be needed to create quality content
  • We should be in the publishing mindset and not the seo mindset
  • We create for people, not search engines
  • Links are a natural effect of our work

Talking to a lot of SEO agencies, I get a feeling that some do not yet get the fact they are in publishing, rather than busting algos.

The story and a deep understanding on the pyschological needs of other humans are now the key weapons in the fight for eyeballs and sales in the World of online marketing.

Getting The Story right is the most important thing an online business can be doing right now in terms of internet marketing.

Why we should Create High Quality Content?

Who decides what is quality content?

In a post panda World, low quality content no longer cuts the mustard. It’s the high quality stuff that Google now requires when deciding where to rank your website.

This refers to both the content on your web site and the content on the websites linking to you.

Quality web content can be defined along the following terms:

  • It attracts and persuades a person to link to it for no other reason than to cite the information.
  • It attracts and persuades a person to share it on social media for no other reason than to show the information to others.

It is the intent within these two statements that is fundamental.

It is human action or reaction that defines what is or isn’t quality. Action regardless of any other factor than the content itself.

This is what we would call social proof or more accurately human proof. By it’s very nature it cannot be manipulated in the same way a search engine algorithm can be.

To be able to accurately quantify web content, the content that must be the sole influencer.

The human signal remains pure and is the product of each individual who makes the decision to create each social signal they produce.

It can of course be mimicked by software designed to act like humans, although such software is unable to replicate the nuance and detail which human social signals produce. We see this in software designed to inflate social media accounts such as Twitter, Pinterest etc. Although they aid to give some signal, it is one of very low quality and easily identified.

The human social signal can also bought. In large offshore setups, low paid workers toil in Internet factories creating social signals to order for clients to gain advantage in search engine rankings. Similar offshore factories already exist to build links in forums, blog comments etc.

Thus, the human social signal is noisy and contaminated and if Google is not able to identify and isolate the manipulated social signal then Google’s search engine rankings can be manipulated regardless of the quality of the content.

We may be seeing evidence that Google has somehow factored in a way to quantify the veracity of the social signal. I only have anecdotal evidence and is an educated guess, but it is the only way to determine whether the social signal is worth listening to. And also Google does give us clues on the direction of how their search engine is going to work.

It has gone beyond Google simply listening to the social signal, all social signals must now be quantified if they are to be of any use and authorship is one way to do this. If Google knows who wrote the article and who is responding to the article it can in someway more accurately predict the quality of the social signal.

For example, if an SEO agency writes an article and someone else calls it “Awesome”, that is a signal. But if Google then works out that the person works for the SEO agency, or constantly calls the content which the SEO agency produces “Awesome”, then the signal needs to be quantified to be accurate.

I have noticed this behavior on Twitter and it feeds into my study of the tribal psychology that exists on Twitter and social media. A certain website will release an article, its immediate employees respond in an unnaturally hyped up fashion, the approbation cascades down to partner companies and individuals seeking attention and validation from association.

Sometimes the content is excellent, sometimes it is mediocre and yet the same applause emanates from the same individuals creating a never ending stream of hype. It is only when the content is viewed by dispassionate readers that we are able to assess its true quality and quantify it. Therefore if Google were to determine the quality of the content it would have to apply a filter to those who express relentless, sycophantic adoration.

If Google knows who is initiating the social signal it will be able to build an algorithm around the data it knows about the signal. If it knows the author and if they have given their data to the Google database voluntarily or not then the Company can perform a correct quantification of the social signal and even the link signal if it comes from a website or webpage soley in the control of the the author.

Therefore, we may be seeing a way that Google has accurately determined which is quality content and also which are quality links.

It may even determine that if the author is not in their database their signal cannot be correctly quantified and must be treated accordingly.

This may already be happening with the data Google has in its database from its G+ system. It may that this so called “social network” is not a social network at all, but more of a way for Google to acquire an accurate human social signal in relation to web content

In conclusion, it is essential that websites continue to produce high quality content, defined by the viewer who is independent of any benefits which may come to the website which hosts the content.

The content must be judged by the reaction of those outside of the tribe if it is to be regarded as high quality or not.

How to Get Creative

My job is mostly about being creative, coming up with web content ideas, creating headlines, writing copy etc. It’s usually quite easy for me to do this and I have always thought that this could be taught, which is what I do at Linkbait Coaching.

Because I feel that it’s simply about having the right mind set, being in the correct mode and not having to be some mad creative genius.

Today I came across a video that reinforced everything that I believe about being creative. The video is by John Cleese, and it is well worth watching. But if you are in a hurry I had jotted down some notes below.

<- Notes begin "Creativity is not a talent, it is a way of operating", John Cleese Creativity is not an ability that you either have or do not have, it is absolutely unrelated to IQ as long as you are above a minimum. The most creative people simply have developed a facility to get into a certain mood or way of operating to allow there natural creative to function. In other words an ability to play and to play for it’s own sake.

The closed mode is a business at work mode, but it is not creative. The open mode is more playful there is no pressure, there is time to play.

Open mode is the curiosity

We need to be in the open mode to ponder a problem, but then switch to the closed mode to implement it decisively, undistracted by doubts about its effectiveness.

There are certain conditions that are conducive to the open mode

Space
Time
Time
Confidence
Humour

Space and time is needed for unlimited play

It’s easier to do trivial things that are urgent and it’s easier to do little things than things we are not sure of.

Most creative professionals are prepared to spend more time with a problem and so create more creative and original solutions.

Keep you mind gently around the problem

Notes end->

I strongly suggest you watch the video if in any way you are connected to creativity. I provide the open mind, the playful creative space. If you find creativity difficult when it comes to content creation and mostly want to get on with implementation then you can hire the creative aspect at Linkbait Coaching.

We are always playing and always have a free roaming mind generating threads and threads of creative goodness on the forums.

Sometimes it simply makes sense to hire a specialist than to try and muddle through.

Gremlins in the Machine 24 hour delay to launch Linkbait Coaching

As always with a product launch the Gremlins attack.

The launch of Linkbait Coaching 3.0 is going to have to be put back 24 hours. Membership will be available on Friday 23rd of March.

Apologies if you were itching to get cracking, but some things I can’t control.

I was asked about the price and I’m going to keep the price the same as it was two years ago. £200 a month.

But I am offering a Linkbait Coaching Plus account which will have a bunch of extras and get you a month free, more on this later.

I will be posting a full list of all the new stuff that is going to be in the latest incarnation.

Quick Few Thoughts on Content Marketing Before I finish my Porridge

The online marketing industry is using the term “content marketing”, widely and consistently. Which means I must use it too, even though I have an urge to write a 10k word essay on the subject of why it shouldn’t be used.

Thinking, rather than acting can sometimes (not always) hurt the bottom line.

As Linkbait Coaching 3.0 is about to launch it makes sense to start a Content Marketing course.

Most people still don’t get blogging.

Deeper thinking about the technique will always win, unless you are selling a content marketing course and then it makes more sense to say the stuff is easy. I can’t do that, which I understand does affect business and I really have tried to sell out and be a commerce whore but it goes against my OS. So, always market to those who seek high ability over a quick fix.

All online output is communication and all communication is marketing, even down to the privacy policy.

Basic, bog standard link building still works. Get in touch and I can sort you out with something very tasty.