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Bullshit in Online Content
On the copy of the copy of the copy of an idea
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BS Online: Why Does So Much Content Suck?
Hiya,
today, Iâm covering:
why so much content online is repetitive, boring, and downright shitty
3 key challenges in content creation
how to solve content marketing problems and stand out
Letâs get into it!
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A Cascade of BS on the Internet
Have you noticed how much content online is formulaic and trite? On social media, it seems like tribes of people talk to each other through similarly designed and worded posts. Iâm frustrated about the bare-minimum articles that quote Twitter and spin pieces from that. Itâs le boring. Yawn. And lazy. I want to see more content thatâs informative and worth our time.
You may imagine that I was relieved and felt seen, when I stumbled upon a delightful article on bullshitting in the online world. The Creative Industryâs Bullshit Industrial Complex explains SO well whatâs going on online, when the comment on the comment on the comment of somebody doing something is still passed off as âoriginalâ content.
What the article describes about the creative field applies to other areas, as well. Itâs worth your time.
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What stood out most to me about this piece is this: weâve grown used to several models of content creation and distribution on the internet and now we follow them on auto-pilot.
Content creation works a lot like this:
First, there are people doing original things
Then, there are people aggregating and commenting on the original doing.
From there flows a cascade of several tiers of derivative content until the copy of the copy of the copy of an idea boils down to the equivalent of less than âlive, love, laughâ in each industry.
All that PLUS doing what we think we need to do in order to be perceived in a certain way by others. Itâs an ego game, too.
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I see 3 main challenges in content creation:
Too high of an incentive to choose convention over originality, because of the pressure to keep churning out posts
Established tropes of high performing content that are being repeated over and over again that lead to an endless sea of derivative content and a sea of relative sameness
AI is fuel to the content bullshit fire, because it makes producing more bullshit more easy.
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Saturation and the Future of Content Marketing
With all this, I do wonder about the future of content marketing. I doubt that the way itâs been will continue much longer.
In my perception, thereâs a saturation point in minds as well as markets.
âGood stuffâ will come through, always, but lazy content will fall mega super duper flat.
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How I Think About âContentâ Creation
First off, I donât enjoy calling it content. I donât even know what thatâs supposed to mean on a philosophical or deeper level.
I see my work as digital publishing.
As such, I give myself an editorial vision, consume very, very little around whatâs going on in my industry and jot down whichever intuitive downloads I have.
Itâs an intuitive process - and also one thatâs working best for me presently. Iâve already been through the loop of my own version of live, love, laugh on social media. Iâve done it once, it was profoundly unfulfilling, now Iâm doing things in my own non-linear, creative ways.
Iâm writing what I feel like writing about. My intention is to produce original work, so I look very little to the left and right of whatâs going on around me. Weâre always a product of what we consume and others around us. Thatâs part of being human. Where I can, I monitor my input closely.
A Tip For Your Creativity
If youâre not sure how and what to make, give yourself a total blackout on input consumption for a week. No podcasts, emails, socials, etc.
See what your mind comes up with from that profound sense of boredom.
If nothing happens, youâll at least have had a really calm week with a lot of time ;)
Happy Marketing,
Johanna đŁ
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