Curator or Creator? Either Way You’re Doing It Wrong.

17 Jan

You Know The Truth

Visit any search marketing site and the lemmings are all talking about your content.

The same talking heads are spouting off about the importance of “creating content that engages readers.”

Wow. Earth-shattering news there.

Notice that no one ever gives you step by step instructions on exactly what you need to do in order to achieve the success they brag about?

Yet they are somehow considered “leaders” in the space.

Fine. Whatever.

Because the web is not “regulated” by anyone, it means that the typical person is left to their smarts to determine the truth of what they consume online.

And because we are lazy (myself included) we rely on sites like Google to be the “authority” on the topic of our interest.

But Google has to get those search results from somewhere right? And where are those sources? Respected sites like New York Times, Forbes and sometimes a site like Huffington Post can be the “trusted” source of reference.

And you are a damn fool if you blindly believe what you read.

ALL OF THOSE SOURCES can be manipulated. Bought. Made to promote a client’s agenda.

As I enter my 14th year of SEO/Paid Search/Social/Digital Marketing/etc, as much as I wish things would change, they don’t.

Money trumps integrity, power breeds greed and lies generate clicks, which determine the decisions to make money.

The endless cycle of rehashed content and the lies of marketing are what drive the web today. It’s no wonder Google considers the internet as a cesspool. We created this garbage, and now must wade through it, but not touch it. That’s what the search engines are for.

But nobody cares. No one wants to dig deep into the details to see if what is being said is true. Why ruin the illusion that every thing is running smoothly? In a few clicks, you can read some more fake stories about a celebrity doing something offensive, or getting into trouble or promoting some cause.

So, how are you doing it wrong?

Because you care. You believe in the product or service you are selling. You know that your company does something that’s important and can change lives for people in a positive way.

And despite the fact that you provide working examples, step-by-step videos, amazing tech support and respond to customer inquires on social networks, you don’t get rewarded.

Clickbait titles, Lies disguised as thinly veiled questions rule the money making click happy web.

It sucks, but that’s the online world we work in.

So instead of promoting that highly informative blog post, instead use an “angle” real or imagined to push your agenda.

I guarantee you will get clicks and traffic. Rinse and repeat.

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1 comment

  1. K. Hanemann | January 25, 2016 at 12:39 am

    Well spoken, after 18 years in the “SEO business” I completely agree. Just a little “advice” – don’t tell the truth – it hurts. 🙂

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