Some smart folks have been lamenting the noisy state of the content marketing industry. They point to the rising tide of garbage masquerading as “content”. They wonder if a consumer backlash will throw out the excellent content with the trash.
I think this sort of navel gazing makes for interesting conference conversation but may not matter in the end for a couple of reasons:
- Customers and readers intuitively separate the signal from the noise. They know excellent material when they read it. They instinctively gravitate to creators who have something new to say.
- Content noise is a popular problem to solve. Readers have access to a growing list of quality crowd-sourced curation tools to consistently find content they enjoy. it seems like there is a new filter launched daily to keep readers inbox noise-free.
- Platforms are getting choosy. LinkedIn and Facebook are putting more emphasis on quality storytelling. Blogging alternatives like Medium not only supply the software to create content but restricts usage to people who have a unique perspective. Crappy content will find its way on to these platforms but I doubt that it will live there for long.
One more thing –
Noise is my Frenemy.
Noise is my nemesis. It has a simple diabolical mission – drown out my crappy work. If my content can’t cut through the noise then I need to get better.
Pretenders, idea surfers, buzzword prophets, and the like are scared of noise for good reason. The noise will bury their me-too content. Crowdsourced curation will doggedly downvote or ignore their content. Even better, social platforms will spot and ostracize their content moments after they hit publish.
It’s brutal but necessary.
Bring on the noise.