3 Content Marketing Cliches That You Need to Let Go Already
As content marketers, we have a responsibility to our clients and our audiences. From start to finish, every piece of content we create and share with the world must solve a problem for those who read it.
After combing through some online content, we found the most eye roll-inducing pieces and offer up some alternatives to add value.
So even if it’s a cliché that you’ve harbored a deep, possibly stormy relationship with throughout your content strategy, the time has come. You two need to break up and never, ever, ever get back together. Like, ever.
So here they are, our top three content clichés that you need to let go already;
1.Content Is King
This isn’t only a cliché, it’s an out-of-date cliché.
“Content Is King” rightly earns its place as #1 on our list, having been beaten to death by content marketers since the early 2010s.
Despite its widespread use, “Content Is King” is not entirely true. There’s much more to content marketing than simply “creating content” and letting it go at that.
If that doesn’t put you off think of it as a phrase coined by those who stood to benefit the most: Google, Microsoft, News Corp, Yahoo etc. Why? Because more content means more advertising dollars in their pockets. Relevance? They don’t care about relevance – show them the money!
What To Do Instead:
One of our Omnian’s were lucky enough to attend a conference with a pretty sweet Keynote Speaker who offered his words of wisdom:
IF CONTENT IS KING, THEN DISTRIBUTION IS QUEEN AND CONTEXT IS GOD.
Stellar content isn’t just about creating something better than all the rest. It means creating something that the reader needs and wants without even knowing they need and want it.
So, once you’ve hit publish; promote, promote, promote.
If there are a handful of people who love your content, chances are there are thousands more around the world who will love it too – so start spreading the word.
2.Going YOLO with acronyms
In 2017, the main way to be successful at content marketing and SEO is to take a holistic approach to digital marketing.
Marketers have their own little language with which they can converse and feel super special (yep I’m talking to you, #agencylife). You know the ones you drop casually to seem like the bomb – B2B, B2C, SEO, PPC, CRO, CMS, SEM, CPL, SMM, UI/UX, CPA, PR, CPC, LSI, BR, LTV, CAC, PR, PM… the list goes on and on and on and on and on and on…
But, going YOLO with acronyms comes at a cost. A serious cost. A lot of clients and customers won’t understand and will therefore become automatically excluded from the conversation.
What we’ve gained in marketing nerdy-ness, we’ve lost in context (see previous point).
What To Do Instead:
Write with your audience in the front of your mind. If your readers are unfamiliar with marketing concepts, then avoid content marketing jargon altogether.
Additionally, it doesn’t hurt to spell out even the most obvious acronyms the first time they are used. Most readers know that CTA stands for Call-To-Action, but you may run into a Chicago native who reads that as the Chicago Transit Authority. Or ROI (you know what it means), but you may have a French reader who thinks you’re shouting about a king.
Take a look at abbreviation finder to avoid any translation confusion when pushing content out to an international reading audience.
3.SEO (Search Engine Optimization) Is Dead
SEO being dead is about as old as SEO itself. Also, is it just us or does it seems that those who declare SEO to be dead benefit from a service opposing SEO (funny that).
The phrase and ideology behind ‘SEO is dead’ is potentially one of the most annoying content cliches out there, for one reason: It’s a defeatist statement.
What To Do Instead:
Stop saying it! SEO changes and evolves over time and using a statement such as ‘SEO is dead’ does nothing but make you look dismissive of the developments surrounding SEO, which doesn’t look great for your credibility.
If you are constantly looking to create new value then you can head in a new direction, producing something amazing that your audience (and your SEO rankings) are likely to love.
The process of adding value to the world starts with one thing: creating new value.
Whether explicitly stated in a contract with our clients, or tacitly implied the moment we hit ‘publish’, it’s the job we signed up for: adding something of value to the world. Let’s start serving our readers the way we would want to be served.
But there are many others — hundreds, if not thousands of cliches we could use in our content.
Are there any content marketing clichés make your blood boil?