Not that long ago, Jon THE REVELATOR noted that nothing matters more than getting your messaging right in an article over on LinkedIn. Quoting a piece from 2010 where, in the colliding worlds of traditional and social media, the line of distinction is not as clear. Even though there are no real technological boundaries to limit the number of blogs, websites, and news sites, it is only a matter of time before the over-abundance of writers will manifest itself in the form of Aldous Huxley’s greatest fear and lament that truth would somehow “be drowned in a sea of irrelevance.” If not irrelevance, then one of information overload.
His lament echos that of Sarah Scudder who notes to ProcureTech brands that when we look at your website, we have NO idea what you do. You confuse us and say the same thing as the other 23+ brands in your space. Your platform is AI enabled/AI backed/AI enhanced/AI driven but what problem are you going to solve for me?! That the majority of marketing is the exact same messaging with no actual meaning.
As a result of this, and THE REVELATOR‘s comments, the doctor was forced to note that he’s getting fed up with the use of the word “content“. The Oxford dictionary defines content as “information made available by a website or other electronic medium”.
The Oxford diction then defines information as “facts provided or learned”.
There are NO facts in most of the hogwash these marketers are pushing onto the market. Therefore it is NOT content. Let’s start calling it what it is: HOGWASH! (And refer to our recent piece where we demystify the marketing madness for you for some of the more common, and more egregious, examples of this Hogwash!)
Content must be informative (precisely what you sell, precisely what it does, precisely how it helps the customer, and precisely what results the customer will get). Otherwise, it’s just HOGWASH!
As the doctor has said before, there’s a reason SI hasn’t returned to sponsorships [yet] (and that the doctor hasn’t authored any public papers/books for anyone in quite a while) — and it’s because almost none of these companies truly care about their customers anymore, once they take the (Investor/Angel/VC/PE/Wall Street) money, it’s only “sell, sell, sell“).
(If these companies did care, they’d be lining up asking us for the EDUCATION the doctor and THE REVELATOR used to provide, that, in the doctor‘s case, helped every single sponsor get the exit they weren’t even necessarily looking for at the time … because, even if it sounds plain vanilla, there’s nothing [potential] customers value more than the education and insights they need to do their jobs that their employer, who cut the training budget years ago and used the bonus money for a defective “chat, j’ai pété”-bot, won’t provide).
So, dwelling on this, it leaves the doctor with a question. Should we start calling out ALL the HOGWASH as we see it? Could we even keep up? Or should we stick to the HOGWASH of the week?