Content, it’s everywhere. From the emails you read on your phone to the blog posts that grab your attention and the random memes that circulate the various social media platforms, you can’t escape content.
However, when an estimated 2 million blog posts, 55 million Facebook statuses, 60 million Instagram pictures, and 500 million tweets are published on a daily basis, it is hard to consistently find good content.
Think about it; how many times do fall victim to “click bait?”
How many times have you continued reading a post or article in the hopes that your time will have been well spent?
In a digital version of “keeping up with the Joneses,” companies often produce bad content.
When a reader is continuously bombarded with digital content on all of their devices, it is no wonder that the average online attention span is less than a goldfish.
Not only is bad content detrimental to the reader, but it hurts businesses and it is time for it to stop.
Brands Who Are Doing Content Right
We can only stop bad content when we take a moment to recognize what makes for good content.
Rather than spout more statistics or provide additional definitions, let’s simply examine three brands who regularly produce good content.
Random House: Embracing Innovation — In the age of Kindles, Nooks, and other reading tablets, Random House has embraced innovation.
The publishing company regularly produces good content because it intimately knows its customers.
Whether it is sharing content that its internal marketing team has created or giving credit where credit is due to another source, Random House chooses to only support good content.
Through this simple approach, Random House fulfills its mission to inspire everyone who reads its published content, and, in doing so, consistently creates good content.
Whole Foods: Practicing What It Preaches — Whole Foods is more than a grocery store, it is a lifestyle choice.
It embraces its core values, i.e. promoting healthy living through earth-conscious choices, by publishing content marketing pieces that uphold these values.
Whole Foods also uses proactive language within its content marketing to create a digital environment that seeks to include, attract, and build lasting connections with its audience.
Whole Foods teaches us that good content should revolve around how you can actually help your audience in a meaningful way.
Denny’s: The Master Of Voice — You may not frequently dine at Denny’s, you may even think the company is a bit on the weird side, but you can’t argue that the produce good content.
Denny’s is the master of creating content that has a consistent voice. Through its consistency, the readers and followers know what to expect and revel in this knowledge.
Whether it is a ridiculous pun or an alternate use for pancakes, Denny’s stays true to its brand voice and in doing so creates good content that fits the chosen publication channel.
The lesson here is simple: good content uses a voice that matches what the publishing platform and audience expect to find.
In conclusion, it is time to stop bad content. Good content doesn’t have to be long, it doesn’t have to be short, but it must be true.
Whether it is through a captivating storytelling style, a memorable voice, unique value proposition, or mind boggling data, good content must become the new publishing standard for every business and individual.
Laura P is one of many talented freelance Marketing writers here at WriterAccess. Join us in the revolution to stop bad content. Right here. Write now. Write on!
