So you hire an SEO, social media guru, business coach, and who ever else is willing to take your money, and they all tell you the same thing: You need better content. At this point there is a 50% chance that they are right. So let’s take a look at what you should do if they are wrong, and what you should do if they are right.
If they are wrong.
So your consultants have told you that you need better content. But, you know for a fact that you produce amazing products and services, and all the content in the world isn’t going to change that. Here’s what you do: Fire them. Don’t waste anytime, pick up the phone right now and fire them. Find a new marketing or PR person that understands your business and can see the real value in your products and services. Hire people that appreciate your work because those are the ones that understand that outstanding product sell themselves, not content. All they need to do is let others know that as well.
If they are right.
People keep saying you need better content. Deep down you have been suspecting this the whole time. Because deep down you know that your content sucks, and even worse, you know that your products suck too. Here’s what you do: Call up your consultants, and fire them. Seriously, if they tell you, you need new content, and you agree, fire them. Then, fire yourself and get a real job. Because if you need better content that means that your products and services can’t sell themselves. If that’s the case, then maybe you have bigger problems than marketing or SEO.
I can already hear you getting warmed up in the comments so let me state a few things: Content marketing does build links. Content marketing does drive targeted traffic. Content marketing does and can sell crappy products. Content marketing does and can sell outstanding products.
However, content marketing didn’t build the Kitchen-Aid mixer my grandfather bought in the 1940s that my grandmother still uses today. Content marketing is not the reason that some are obsessed with Apple’s products. In the end content marketing is BS because no amount of content in the world, can replace the satisfaction of a quality product or service. Everything else is just a distraction from that process.
[photo credit - this picture is completely unrelated to this post, but I have a feeling that this post will anger some. If so, here's a puppy.]