The online marketing niche is crawling with new “influencers”. They don’t have much relevant experience. But they are all very active on social media and write at least several guest posts a month, they take parts in roundups and are very open about their opinions.
I totally get why they do it – the more presence they have online, the easier it is to convert new clients. And I’m not judging. But I do feel very sorry for those clients.
The problem is that for this kind of marketers it’s easier to get clients through quantity of content, not quality. So they got into a loop of Infinite Content (Arcade Fire reference). They need to create more content to stay relevant and that’s why it is and will be so basic and unoriginal.
Don’t know about you, but as an online marketer, I’m constantly bombarded with content about marketing. On social media, via email, on websites I follow, etc.
I can judge this content based on some practical experience I have. And I can tell you one thing – be very careful with online marketing advice you read or listen to. Because most of it is written without any evidence, research, and experience.
What’s worse, usually it’s not written to solve a need or to answer your question. They say that that’s their sole goal, but it’s not. This content is written to trick you into thinking you need some particular marketing software or services of the author or their company.
The amount of marketing content published every day could be hundreds of times smaller and no one in the world would bat an eye. There are literally thousands of posts on the same topics that bring nothing new to the table.
In my opinion, the online marketers who really know what they are doing and could share some valuable insights usually remain silent. Because, honestly, there’s nothing noble in sharing your tips and tricks with the “community”.
And the pros who find time and motivation to share, do it rarely because they have better things to do.
So the majority of marketing content isn’t written by professionals. And the majority of so-called “marketing influencers” are just people who either write obvious things or rewrite what someone smart wrote before them.
But how do these people get all those shares and links to their websites, you might ask.
That’s a valid question, thanks!
All of those shares and links are:
- from other bullshit marketers who share and link to stuff just for the sake of networking;
- from regular people who believed these influencers are real;
- from a new batch of marketers who also still believe in influencers.
Developers, QAs, engineers, devops or HR specialists – they don’t have this compulsive urge to write, record videos and create infographics. If someday they feel like they have something to contribute to their field, they will put together a research or a post and publish it somewhere.
And it will be good because it will be dictated by an honest will to help and say something new.
But that isn’t the case for us, the egocentric marketers. Since many of us exist in this constant need to process and create information, it becomes a habit.
And since we work with other marketers, we start to think similarly and feel like each of us should have a platform to share our thoughts (oh so few).
Additionally, when you see that someone a lot dumber than you gets praise in your field, you get jealous and want to put yourself on the map too.
In reality, you can count the people who add value to the conversation about online marketing on one hand. Yet almost every marketer feels like they need to have their say.
We call it creating a personal brand. You get a website, you get more followers in social media, you start selling stuff.
I even fell for that motivation myself a while back. But the things I write about don’t really make up for a good personal brand, so I’m clean.
Nevertheless, there are good websites that try to bring value to this market. But they too get caught up in the never-ending stream of updates and recurring topics.
There are a lot of smart people in the field, but the niche works like this for a while now and there’s no changing it in the foreseeable future.
I can rant about it for a really long time.
What I wanted to say is that when it comes to marketing content, you can’t blindly trust the first link Google spits at you. Use your critical thinking.
But then again, that advice is true for pretty much any situation.