#1 Get off the training wheels articles
Dear content experts: We know that images are processed 60x more than text. We also know that tweets with images get tons more shares than those without. We get it. There are hundreds of articles on these basics. If you want more SEO, be less of a sheep and more of a leader. Got an interesting take on why Twitter sucks for certain businesses? Or an argument to do long-form blogging instead of 500 words? Bring it. Make us think, provoke us and push us further in our education, don’t give us the same-old.
#2 No more gobbling up junk food infographics
Ratios are important, including infographics. For instance, when the largest element of an infographic is the logo of the company that produced it, it’s a clear warning sign. Many infographics these days are filled with fluffy, contextless stats aimed at showcasing themselves for shares and/or hopping on popular culture (not very well). We have more innovative data visualization opportunities than ever. Let’s use this information to educate and inspire ideas, not dumb down readers.
#3 Overthrow the content monarchy drivel
…Is so 2013 (I’m guilty myself). No more using “content is king” or corollary: “content is queen” context, engagement or anything else that is sidekick to the King. (and why does the Queen always have the helping role?) These cliché terms are ubiquitous and mean nothing anymore. We’re way beyond this revelation (see #1). It’s time for the next level analysis when we write about content. Speaking of which…
#4 Doctor’s orders: marketing does not cure cancer
I do suggest one new monarchy term: “Content is the new court jester”. We’re a pretty humorless bunch. We do have the Condescending Corporate Facebook page, Clickhole, recaps of social media flubs, and the occasional catch-all. But more laughs and less self-importance is the prescription for what ails us. There are brands that get humor thankfully. Yes, meaty, relevant content is an essential ingredient for smart marketing strategy and contributes to revenue (fingers crossed), but let’s have some fun, people.
#5 A fresh litter is worth 10 copycats
A blog post compiling expert views is one thing, but regurgitating others’ ideas with few word changes has a centuries-old legal term: plagiarism. It’s spread online like rancid butter. If you have an opinion, state it and back up with well-thought ideas and research. While we’re at it, let’s do away with hijacking trending stories unless an authentic connection is there. The passage of time often reveals more interesting or thoughtful insights. Better yet, let the story ride out its 15 minutes and write about something original.
#6 Social media deserves a demotion
There, I said it. While social media continues its star billing, advertising (save for ethically ambigious “sponsored content”), events, and everything else in the marketing wheelhouse is relegated to the D-list. Social also gives click-bait culture a huge boost. True, social media disrupted how we communicate with each other and brands, but ALL marketing is a part of the promotion landscape. Young marketers are taught to burrow heads into their screens 24/7 without understanding or caring about what they can learn by looking up and around. All pieces of the promotion pie are part of our rich legacy. (P.S. Apple does billboards, so you know it’s still cool).
#7 Time travel to forward-thinking content
There are tons of articles about “next year…” this time of year, but what about visionary pieces that look at marketing five or 10 years down the road? The internet of things, mobility, and other technologies are reshaping the way we market. Let’s peek into future so we can plan for the Next Big Thing (or avoid a trending rat hole). Like: why virtual reality will change the way we shop or how robots are invading into journalism . Let’s learn about these futuristic ideas now and start planning for what’s to come . Even if these predictions never come true, it opens our minds to new possibilities and ways of thinking.
Here’s to a great marketing year in 2016….hold the filler.
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