On Foxtel’s 10th anniversary comedian Rove McManus joked that they weren't celebrating a decade of great TV but one year’s great television repeated 10 times.
If that’s Foxtel’s numerical formula then the Internet must be a case of great content repeated a thousand times.
I can remember sitting in an American hotel room nearly 20 years ago marvelling at the fact I could select from more than a hundred channels on my television. Then, there was the sad realisation that even with that many channels I still couldn't find anything I really wanted to watch.
So when I hear content marketing or inbound touted as the answer to all your marketing woes excuse me if I am a little dubious.
Look, I agree with the concept. Drawing people to your website with good content makes a lot of sense. Go for it. But there’s a qualifier in there – it’s gotta be good. That’s an awful word so a better way of putting it is this:The content has got to have some value to the recipient. Value could be measured in shared experience, expert advice or even a decent laugh. But just loading up your website with bland, dull words or video is not enough.
And here’s the rub: Good content takes time, effort and very often money. And here we come back to the core issue that I suspect sits at the baseline of communications failure for many companies. They’re just not prepared to spend. They’ll invest in a new building, even in R&D but when it comes to communication – they just want it cheap. Hire a kid out of university, build a cheap website and voila all your problems are solved – marketing magic happens. Actually…something else happens… This is a family show so I’ll leave you to work it out.