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Why Great Content Is Vital

February 2, 2010

I recently read an article about how some websites are churning out content using low cost content production resources such as articles from content farms and videos from automated video production companies.

So why do these companies pump out this low value content?

  • Long tail search engine rankings
  • To monetise via either via affiliate links within content or
  • Display ad revenue, selling value by every thousand impressions.

What are the numbers? At last estimate, one such network reported revenue of  over $200 million a year.

The mass media companies with their newspapers (Text) and TV (Video)  rely on subscriptions, readership and ratings to obtain their valuable cash flow. The reason they generate the dollars is because the more valuable the content they provide the more money they make. TV shows and events such as the Super Bowl provide millions of dollars per 30 second commercial because large numbers of people value the content, nothing more nothing less.

In the social media universe of Blogs, Facebook, MySpace and YouTube the rules of valuable unique content are no different.

People read a blog because the content is interesting and inviting. People watch a YouTube video because it entertains, informs or educates.

The paradox about content is that the value is not just for the the audience but also the producer of the content. So why am I writing “content” late at night ?.. because the value provided is not just for the reader but for me.. yes me (the selfish writer). So what do I get out of it?

  • Tired in the morning … Yes
  • Red Eyes.. Yes
  • Slightly annoyed partner.. Yes
  • Worn out Keyboard.. Yes

All of the above is true but the real essence here is that to write this, I had to read (love reading), learn (love a bit of learning), think (now that is dangerous) and discipline myself to.. not watch TV or play…but  to sit down and write this post. I gain insights and learnings that provide me, the writer with value that is very hard to measure on an ROI level. ..a content production farm does not float my boat, it doesn’t give me juice or passion.

So what are the benefits?

  • Possibly positions me as a thought leader
  • Helps me gain a little bit of credibility
  • Meet great people through comments and Tweets
  • Constant learning
  • Improves my blogs SEO
  • Increases my subscriber count through growing traffic
  • Positions me to maybe monetize my blog
  • Delays Dementia

So why do you write your blog or publish your VBlog?

6 Comments leave one →
  1. February 2, 2010 4:36 pm

    Blogging helps keep me sane. I process an incredible amount of information every day through RSS feeds and via Twitter in my fields of interest. It’s either blog about some of it or lie awake at night, staring at the ceiling and trying to file stuff away. Without blogging and microblogging I would, without doubt, go insane…

  2. February 2, 2010 8:05 pm

    I write a new post for my blog everyday because it’s my passion – but also because it’s my mission and my ministry – I have a Christian Blog and while I realize everyone in the world is not a Christian, it’s still my goal to share warm stories about my faith and my life’s lessons.
    I respect all cultures and religions, so you don’t have to be a Christian to benefit from what I write.
    Like you’ve said, the benefits far outweigh my exhaustion and red and puffy eyes (yeah, I have those, too). When I hear someone has been inspired to do something I’ve suggested or has done something to help someone else as a result of reading my blog (which I’ve had the opportunity to experience) I’m overjoyed and re-energized to continue in my efforts to create unique and quality content for my blog.

  3. February 2, 2010 10:04 pm

    Good post, Jeff. Spot on as always. I write my blog for the reasons you mention — all of the above. I would just add that it’s a way to experiment without much risk. When I advise clients on social media, I want to get it right. So if I am uncertain whether a new approach will work I can try it on my own blog first.

  4. February 3, 2010 1:03 am

    Jeff – your key words are “juice and passion.”
    Juice and Passion are essential for people who have creative energy that burns. Passion drives people to create, to become, to act, to speak out, and to make a difference. “Give me Liberty or Give me Death” is a quote from a person with juice and passion. “Hey look at this cat scratching at a television set” is content-farm stuff – and very forgettable.
    The juice and the passion make the difference. Be happy that you have your recommended daily allowence and more.
    I sure am. 🙂

  5. February 4, 2010 5:57 am

    Jeff, your are totally right. I have never ever regretted staying late at night writing content. For me, the reward is the ability to experiment, sort out info, make sense of it, AND the idea that I may discover something I didn’t know or suspect before sitting down.
    Interesting post… as always.


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