So there’s been a certain phenomena that has been bugging me lately. See, the long form content I write that I actually think is really good consistently perform worse than the stuff I half ass. Momentarily, this forced me to consider that my marketing instincts were broken.
But that’s not it. I know my strengths and weaknesses. I don’t do everything perfectly when it comes to marketing. I liberally make mistakes and I’m grateful that I work in an environment where that’s acceptable.
But I swing and hit a lot more often than not. Ask Charney.
But to me, fundamentally as a marketing rule, a great story is always better than some list of half assed options to important questions. When I take the time to explain my logic behind where bad managers come from and how it’s fundamentally the same as blaming bad parents for criminal kids, it should perform better than some top 6 list about your dream culture. I want to make people nod and think, not just check boxes.
My point here, besides ranting, is that my marketing instincts aren’t broken – everyone’s attention spans are. Look at the research. Our culture literally has the attention span of a goldfish.
That being said, I probably already lost you.
But for those of you still reading, thank you for trying to stick with me. It’s just got me nervous about this whole “content is king” movement. There’s already far too much shit content out there and everything the big inbound marketing people tell us to do is piling more bad content into what’s already easily described as a shit storm. Why aren’t we coaching people on good and bad? Training people to do what’s right and be creative instead of regurgitate these god awful checklists in an hour.
The templates just don’t work every time.
Katrina Kibben is the Founder and Principal Consultant of Three Ears Media. For most of Katrina’s career, she has been a marketer living in a recruiter’s world – listening to both sides of the talent equation to understand the real issues and find solutions for engaging and hiring better people. Today, she uses her technical marketing know-how and way with words to help both established and emerging brands develop and deliver content that fuels smart recruitment marketing that makes the right people apply.
Katrina has written for Monster.com, HR.com, RecruitingDaily and many other digital publications. She is a recognized leader in recruiting and employer branding who speaks regularly at conferences around the world.