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content marketing: my beef with bloggers!

August 6, 2010

Everyone is entitled to their own opinion. And, boy, don’t we know it these days!  The internet has transformed our lives and brought many cool things to the world – chat roulette…the subservient chicken….online poker…Susan Boyle. For the most part, however, blogs aren’t one of them.

One of the great things about professionally created content is that you have built-in quality control processes designed to stop columnists or egotistical writers submitting their readers to boring monologues, inane, rambling, unstructured prose and self-indulgent drivel.

Unfortunately, no safety nets exist online, so anybody with a laptop and an Ethernet cable can fire up a WordPress template and start spouting their typo-strewn thoughts to the world.

With that in mind, here are three blogging types that make my blood boil.

1. The pseudo thought leader
This guy suggests one or two cool ideas or makes a few smart observations about business or human behavior and all of a sudden he thinks he’s Seth Godin. If you fuel this guy’s ego by responding with positive comments, the next thing you know, he’ll have a banner ad on his home page asking you to book him as a speaker for your next corporate away day. Then he’ll publish an e-book, ask you to “like” him on Facebook and start referring to himself as an industry “guru”.

2. The fanatical sharer!
If there’s one thing more aggravating than overzealous bloggers, it’s overzealous bloggers who don’t write their own material. Yes, I totally understand the concept of sharing relevant and interesting content with colleagues, family or friends, but if I read one more blog post that starts, “Great post today from…” I think I will go nuts. If I’m reading your blog, I want to hear what you have to say.

3. The shameless self-promoter
OK, so I understand that blogs have evolved from being the online equivalent of a magazine column or an opinion piece to a marketing tactic that generates inbound sales leads, but littering a post with SEO-friendly “keywords” and “meta tags” tends to ruin the editorial flow somewhat. Call me a traditionalist if you want, but I rather like the idea of people frequenting our company’s “content marketing” blog because they are interested in the concept of content marketing and want to read insightful thoughts on how content marketing can improve their business. I don’t want to keep repeating the words “content marketing” over and over just to get to the top of Google’s ranking of posts that include content marketing. That would quickly become very irritating. Get my drift?

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