Content, infographics and my cat’s bum

Content, infographics and my cat’s bum

I don’t normally run with the crowd of popular opinion. Popular opinion runs in circles. It follows its own tail, afraid to step out of line with a unique thought or perspective of its own.

The idea that content is king is one such opinion. First of all, what is content? A picture of my cat’s bum and a wikipedia article on the Beatles is, unfortunately, described with the same word — “content”. It can be the crappiest piece of drivel written. Case in point was an article I saw recently about content marketing for realtors.

The bulk of the article was an infographic with pretty pie charts and icons and bar graphs and percentage symbols and numbers in coloured boxes making all sorts of claims… but no links to backup the data. It is as if taking the trouble to turn the claims into graphics made it’s statements real. I was impressed.

At the very bottom of the page there was an image of a non linked URL to the source. So I carefully typed this into my browser and what did I find? Another infographic! Are you kidding me?

So an infographic that describes where an infographic gets its statistics is a series of infographics with arrows from one to the next.

Some of the claims it made:

    • Content produces 3 times as many leads as paid search per dollar.

Pictures of my cat’s bum are going to work well. Wait, we’re comparing to paid search? Oh dear.

    • Companies with a blog generate 67% more leads per month.

Than what? From doing nothing at all? Are these just internet leads? What about network marketing and creative advertising? Apple never blogged and they did pretty well. Just sayin’.

    • 68% of customers will take time to read content from a name they trust.

I am betting this is probably true but where did that trust come from? It’s not from blogging neighbourhood updates and other mundane details suggested in the same infographic. That comes from branding.

So let’s get serious and talk real statistics and numbers shall we?

This data was hard to find so help a guy out and correct me if I’m wrong but according to Google (as of July of last year), there were 38 trillion pages on the web.

Each page can have multiple items of content such as graphs, text and video. So for the sake of argument let’s just say each page is a single item of content.

If I were to go through the internet one page every one minute, it would take me 72 million years to get to your page. I hope it’s worth reading.

For content to really work, it has to be unique. It has to have an opinion and it must be well written. All of those things take time and money. Choose your marketing strategy wisely by analyzing some real numbers and picking a fit that works best for you.

How about the use of engaging creative advertising? A survey performed by San Francisco ad agency Venables Bell & Partners showed 78 percent of Americans look forward to Super Bowl commercials more than the game.

About The Author

Paul McEwan has a background rich in education and experience. A strong set of transferable skills have laid a path for a variety of creative outlets, careers and business interests. The short list includes live performance in improv and music, professional recording, event management, promotions, graphic design and publishing. You have seen his creative design work all over the internet, in major newspapers and magazines across Canada, and as interior commercial space for presentation centres and trade shows


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