Content is king, even in today’s world. This doesn’t imply that well-written prose is the key to the consumer’s heart, but content that matches the need for the target you’re trying to reach is. Content also has to be broken into so many pieces now that it’s easy to completely lose the original intent. It’s like the game we played as kids, you’d whisper a sentence to your neighbor and they would whisper it to their neighbor — as the message carried down the chain it would lose meaning and become something else entirely. Now, the whisper chain goes a little something like this.
- A decent article is written (maybe even a great one, but I know I don’t write great ones, so I’ll use me as an example).
- Article title is fiddled with so that the title is search engine friendly for blogs.
- Article is fiddled with so that the keywords needed for searches show up in all the correct places, and even a few words added .just in case someone is searching for them. That’s why the words cabbage and hippopotamus are showing up in this sentence.
- Article is adjusted to be just the correct length for an electronic newsletter.
- Article title is altered again, because the entire story now needs to be told in one twitter post.
- Article is replaced with a single image that says all we needed to say anyway, because Instagram is hot right now, and being hot matters.
This may sound ludicrous to you, but it’s not. It happens all day, every day. It’s the world we live in. Just remember, you aren’t going to reach anyone unless you tell your story properly. Respect the content. Respect your target consumer and speak to them in the way that they prefer to be spoken to, they deserve it, and they’ll appreciate it.