Content marketing - 'barriers matter, revel in them'

Content marketing - it has so much to offer and is so accessible.

Anyone can do it and it costs very little to get your message out there on the world wide web, be it by blog, news articles or social media.

Unfortunately there is a deafening din of oh so many people doing exactly the same. 

Just ensuring your content is read is hard enough, never mind reaching the top of the search rankings on Google and other engines.

To improve SEO, improve brand presence and simply get heard you need to follow these three tips based on the idea that, instead of being able to click 'post' to put your drivel online, you actually have to put your work before the editor of the New Yorker.

We are indebted to Doug Kessler, a founder and Creative Director of B2B marketing agency Velocity and his superb guest blog on Econsultancy.


He says:

Now that anyone can speak, everyone is speaking. Your job is to be heard above this deafening din.

Now that there's no one judging your work, you need to judge it all the more harshly. (Shooting from the hip only worked for Jesse James because he practiced.)

Now that every mumbling moron with a Galaxy S is posting for posterity, you need to earn whatever slice of attention you deserve. And 'earning' implies – no, it demands – work

He goes on to say you should pretend every word you publish costs you a euro and that the world's "nastiest editor" is sitting right outside your office and he is hungry and very impatient.


Suffice to say, the message is that you should not just post any old muck online. Not only is a waste of time, it dilutes the good stuff that you do manage to produce.


Think before you post anything. Check it a lot. Don't post the same old stuff you always do and try to imagine that what you are writing will be eyed critically.


Above all, in whatever you are doing, try to be the best. When it comes to content marketing, that mantra matters more than most.