The marketing world seems ablaze with so-called "content marketing" ideas lately. Everywhere you turn, it's content-this, content-that. There are conferences that are specifically dedicated to content marketing. I've even been guilty of saying that content is the currency of social.
With such ubiquity of content conversations, it should be easy, right? Not so fast. Plenty of marketers are guilty of simply taking their television spots or other existing assets and spreading them across the web, mistakenly believing they're creating content.
There are two things wrong with that way of thinking. The first is that such a scatter shot approach is sloppy marketing; it's the antithesis of targeted marketing, which should be easier in this era. Consumers tell us so much about themselves and we should have enough information to be able to find which of them we should be speaking with. The second is that it's lazy. In addition to finding the right audience to speak with, we also need to create content that is specific to them. A one-size-fits-all approach simply will not work any more.
But when you actually need to churn out content - good content - on a regular basis, whether it's for a client, your employer, or just as a hobby (like this site), it can seem as if it's a huge weight on your shoulders. No one has captured the sheer angst better than the very clever Matthew Inman of The Oatmeal with Some Thoughts and Musings About Making Things for the Web.