Welcome to the world of content marketing: where there’s either humans to interact with or robots to churn out the same boring content. And the robots are taking over.
Terminator style. Like when Schwarzenegger gets hit by the semi and dragged and still gets back up and takes control of the truck. Yea, it’s getting that bad.
Robotic content is at an all time high and we can’t seem to escape it. There’s a lack of human connection, of interaction, of emotions. As content marketers, we continue to churn out white papers and blog posts and webinars as if every single person in our audience is reading and watching our every move. But they’re not. Newsflash: They probably haven’t been. Because they’re bored of the robotic output.
Your static content isn’t cute like Wall-E or helpful like Rosie is to The Jetsons. It’s like Schwarzenegger as The Terminator but with the body of his California governor days, both not good looking and definitely not helpful or someone you wanted to interact with.
Take back the world of content marketing!
And we’ve got some of the best behind us stating the same thing! We wanted to share some of our favorite recent articles with you all about the world of content marketing and the need for human connection. Here’s what they had to say:
Tony Zambito released an article on how modern marketing can no longer be robotic. Your audience isn’t falling for it anymore. They will be quick to pick it up. Not only with marketing automation, automated emails, scheduled social shares or tweets, but within your content as well, there needs to be a strong human connection.
Mathew Sweezey (who we’ve quoted before because we absolutely love his thoughts on valuable content) released his article stating the unfortunate fact, 71 Percent of Buyers Have Been Disappointed by Content. Sweezey brings up the valid point of supply and demand, and how those basic economics affect content marketing the same way. There’s too much content out there. We know this and there’s nothing you can do about it. But what you can do to stand out is to create genuinely useful and authentic experiences with your audience.
The last article we wanted to mention is one from Econsultancy by Graham Charlton. We’ve talked about how content is too robotic. We keep saying how visitors are less and less impressed with content. You know that they’re expecting helpful and engaging experiences. But how can you achieve this? Do what Graham Charlton did: be useful! He gives the perfect list of fifteen tips for your content marketing. Take a look for yourself and grab some best practices along the way.
Our personal favorite tip is his very first one: Define your target audience before you start to produce content.
Get to transforming that content, and quickly before you get left in the dust with the rest of the robots. Don’t let the terminator of overused and robotic content take down your content marketing. Create your own style, be useful, and make each experience your visitors have with you an unforgettable one.
Curious about what others are saying regarding your static content marketing? Just take a look at Demand Metric's latest benchmark report. Register now and receive the free report right away in your inbox!