August 15, 2013 ↘︎

A yardstick for your digital content playbook.

Thousands of content creators are slogging it out to create timely, relevant and inspiring content that is intended to make you fall in love and buy something – but how much of your time are you willing to give?

Some content stays with you, inspires you to change the way you think, act, behave and work – whilst others you spend a lustful hour with, only to dump after a naughty quick-fix.

Anyone can Google a subject and become an expert.

We all have a selection criteria when it comes to deciding who makes our read-list, but we need to be tougher if we’re ever to survive the maelstrom of content marketing hitting our web-browsers.

So how do you decide what to consume and what to trash?  Here’s my selection criteria:

  1. Help me be better at my job.

    Original content that helps to inform digital strategy, backed by reputable research and inspires a train of thought for me will always be the backbone to my digital content playbook.  Sites like eConsultancy, Hubspot, SmartInsights and Altimeter – because without them, I quite literally would be making stuff up.

  2. Make me want to be a better person.

    These are the sites that make me get that racy feeling like I’ve discovered something awesomeMaria Popolova, 99 Per Cent, My New Roots – I’m looking at you.  You will always have a special place in my heart.

  3. Show some spunk.

    One of the (many) reasons I broke up with Content Marketing Institute and took up cahoots with Hubspot is due to tone of voice.  I like my content to be distinctive and slightly shocking – case in point – I still heart you Copyblogger.

  4. Look pretty.

    Clean aesthetics makes for gripping content.  Large fonts, open space, imagery that contributes to the story. Forbes, Inc., Wired – for me, great aesthetic is in letting the content breathe.

Raise the bar

WordPress users publish 347 new blog posts every minute* and 49% of marketers in Australia are set to increase their content marketing spend in 2013**.  By being choosy on the digital content we consume and fostering quality content over quantity, we can raise the bar on the flood of content that’s being created every day – and purge ourselves from junk content.


*How Much Data Is Created Every Minute?
** Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends (CMI)

The content and advice contained in this post may be out of date. Last updated on August 15, 2013.
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