It’s June, almost halfway through 2014, and many pundits and experts are updating their marketing predictions for the year. Instead, I am going to issue my wish list forcontent marketing. I have no idea if any of these things will come true, but I hope they do.
A Return to Accuracy Over Speed
I used to write for these things called newspapers. They were big hardcopy versions of the previous day’s news, weather, sports and classified ads. They had creases in the paper, and people would spend hours trying to fold the paper back against itself so they could reduce its physical size and read it more easily. Anyway, this was before news was available instantly and all the news outlets were competing to be first. Instead, news outlets competed to be most accurate and most insightful. We’re not going back there. We’re all too dependent on knowing things now, now, now because we have no attention span. And I get it: They can always update their content later and become right, but once they weren’t first, they can never go back and become first. Still, the pursuit of accuracy is a mark of integrity, and I would like to see it matter again.
Recapturing Personal Space
Part of me likes the merging of professional and personal presence in social media. I can post to virtually any channel whether it be something professional like content marketing or a personal interest like theoretical physics. And I like that it enables people to get a better idea of the professionals they’re dealing with so they can better gauge integrity and work ethic. Here’s where I don’t like it: Say I’m applying for a job. Despite my credentials, my potential employer could go on my Facebook account, see my interest in theoretical physics and evolutionary biology, and not hire me because my interest in science goes against his religious beliefs. My current employer couldn’t fire me for it, but a hiring manager doesn’t need to give a reason to not hire you.
Wear Those White Hats
I know white hat SEO is a moving target with the new Google Hummingbird algorithm and new advertising rules for Facebook and Twitter. Still, there is a right way to do things in SEO as in life – above board and honestly. Don’t try to game the system or otherwise steal your SEO. At some point you’ll get caught, and then everyone will hate you.