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Content marketing is not ponytails. Get real

I was commenting on a blog post on Convince and Convert, and I received a pleasant surprise. The comment I received back added value to my experience.

This rarely happens, where a response to a blog comment is something that adds to the conversation, or takes it to an entirely new level. The post was on Slideshare, something I am wary of (to put it mildly) but hey, it works for Vaynerchuk.

My point was centered around the idea that Slideshare is all well and good, but it has the potential to turn bloggers into ‘clever’ people. This is where a blogger generally trys to be incredibly witty and ‘arch’ to try and get attention and differentiate themselves. Think Seth Godin, but without the intelligence and the wit.

So anyway, Jay Baer at Convince and Convert came back at my comment with a perfectly phrased little nugget: ‘Well said on the clever contest, it can get a little thick up in there’.

And that made me write today’s post.

The Clever Contest in content marketing

There are millions of clever people out there, but they are not all bloggers. If you look at the post on Convince and Convert you will see that Slideshare does indeed have it’s good points. But take a look at one of the presentations (I won’t tell you which one, you should be able to spot it) and it looks forced. It looks clever.

The creator of this particular presentation ( a little help, it’s not Vaynerchuk) appears, to me at least, to be creating short phrases that are ‘meant’ to appear clever, and authoritative, as if they have already established a supreme level of influence online, and they are dishing out tidbits of precious info to billions of fans. This may be the case, but it seems so, so…Seth Godin.

Seth is clever, and I’m sure the creator of the presentation I’m talking about is too (another clue, it is not exactly chock-full of images), but I don’t honestly believe they created the presentation from the heart.

Blogging is not advertising. It’s not ponytails in suits. It’s not choosing the words so carefully that you venture into the world of copy for every line.

It’s human and it’s real. If this person had created this Slideshare for a media presentation at a high level meeting, it would be absolutely 100% perfect. But as it is presented as a ‘Blogshare’, it seems contrived, cynical and just a  little bit patronising.

I don’t even know what it’s trying to say.

Ah Hell, it’s the Tamsen Webster Slideshare.

But you knew that already.

 

 

 

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Posted in Blogging as marketing, Content marketing and tagged , .