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'THAT WAS EASY!'

Image by spackletoe via Flickr

by Frank Reed
I suspect that the title of this post creates different reactions amongst different groups. I also suspect that none of the reactions include, “I agree wholeheartedly!” Why does the specter of creating content set off service providers, agency clients, and businesses flying solo, making them more than a little squirrel-y? I’ll tell you why. It’s because of the perception of good content. When someone reads good content, there is this feeling that “I could have done that.” As a result, there is a perception that developing good content is easy.


Well, it’s not. In fact, because of the deafening noise of the Internet marketplace and the need to rise above the din of the fantastically average (and WELL below average) content that makes up the vast majority of the Internet, you have to do a few things well to create good content. Here’s what I think they are. If you agree, great, and if you don’t, then go create some content around your argument.
Create Consistently – This is the one that makes everyone queasy. Businesses in the SMB (small and medium business) and SME (small and medium enterprise) space absolutely hate this fact. They want everything to be “one and done,” but content doesn’t play that game. Denying that fact will only hurt a business in the long run. If you are serious about Internet marketing, you have to be serious about consistently generating content AND placing the correct value on it, so it can continue to be developed at a high level.
Create Passionately – Even if you are selling the most boring product or service on the planet, you have to be passionate about your content or else no one will be. Boring content breeds bad results. Sure, you might still sell things, but you will not sell more than if your passion for your work were evident for all to see. By the way, if you need to hire someone to convey that passion, you are not alone. It is something you need to consider very seriously.
Create Creatively – Kinda goofy, I admit, but if you are just doing one thing over and over (like writing and just providing that kind of content), then you run the risk of losing those who would like to see some pictures or video or something else. I am very guilty of this at times, and need to start drinking my own Kool Aid, so to speak. The written word is powerful but it takes time to ingest and digest. The nice thing about it, though, is that the search engines find it to be the healthiest food for their spiders.
Create Intentionally – I once again will blow the whistle on myself here. Planning your content and the delivery of that content will produce more predictable results. In other words, you can start to tell stories, create themes, and do other things that keep content consumers coming back to you. If you just leave everything to the idea of being “inspired in the moment,” you will have some rough days and some gaps in content. I know where from I speak.
So, despite my claim in the title, developing good content for the Internet is NOT easy. It just looks that way. I challenge you to think about your own content efforts in a brutally honest fashion and decide whether you are serious or not. If you are serious, you will be rewarded and if you are not then I honestly don’t know what will happen to you. Now that’s scarier than anything isn’t it?

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7 replies to this post
  1. you actually got me there, good headline, i actually thought, is content writing really that easy, but i think it actually needs a lot of effort and dedication. you covered nice points which actually gives light on how to really be passionate on creating and developing good content. can you cover a post which discusses characteristics of a good website content.can you elaborate further what create creatively means.

  2. After reading your title, I was prepared to write a wordy response to detail how good content is not a given. As a writer/optimizer/networker (whatever Web writers are called today), I am thankful for the Internet for giving new hope and light to writers once struggling to make a living in a world dominated by traditional media and print. But the Internet has also changed the game. Its no longer just about creating captivating copy; it’s about writing copy that attracts, sells and ranks. SEO and writing create a new form of writing that is both art and science. In addition, the game changes almost daily, as the search engines reveal enhancements, updated features, etc.

  3. Crating consistently is what makes your readers addicted to your stuff and if you build useful content, they’d want it more and on time and become addicted to it.
    On the other hand, search engines will learn their lessons on when to come back for more content indexation. More and more consistent and regular content creation adds to the size of your site as well specially if you use a search engine friendly platform like wordpress and optimize your content as well.

  4. Because I am a “whenever I feel up to it” blogger..This really stands out
    Planning your content and the delivery of that content will produce more predictable results. In other words, you can start to tell stories, create themes, and do other things that keep content consumers coming back to you. If you just leave everything to the idea of being “inspired in the moment,” you will have some rough days and some gaps in content.
    Sure is something that I have work on!

  5. I whole heartily agree that it is very difficult to consistently create “good content”. I have a blog and it is very hard to create a post every week. I usually have that time in the week when I do get that “inspiration” and I sit down and zap out an article in 15 or 20 minutes. But, I realize that to consistently do this every week I need to establish a more consistent routine.

  6. I whole heartily agree that it is very difficult to consistently create “good content”. I have a blog and it is very hard to create a post every week. I usually have that time in the week when I do get that “inspiration” and I sit down and zap out an article in 15 or 20 minutes. But, I realize that to consistently do this every week I need to establish a more consistent routine.

  7. I whole heartily agree that it is very difficult to consistently create “good content”. I have a blog and it is very hard to create a post every week. I usually have that time in the week when I do get that “inspiration” and I sit down and zap out an article in 15 or 20 minutes. But, I realize that to consistently do this every week I need to establish a more consistent routine.

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