Content for contents sake

There is so much focus on growing quality content that it feels a bit like the Dutch Tulip Bubble or a gold rush again.

Quality content is a good thing for everyone. Our problem throughout the ages has been coping with vast amounts of the stuff. Breakthrough methods for dealing with the surge in content are dotted throughout our past. From hieroglyphics, the Dewey Decimal System for books, Google for the web, indexation of data always follows a surge in content or information collection. How could it be otherwise?

However there is a risk of creating content for contents sake. Splurges of this occurred with cyber-squatters and pointless tweeting for statistical rank. As in the previous posting “Attentive yet not intrusive”, the benevolence of the internet will carry those trying to game it. Google searches for quality content to direct its users to and companies are busy with SEO’s coercing this.

Google wants to choose it’s winners by content and this is the battle for now. But with so many businesses reaching out to the population, matches and Google hits may be better served by considering capacity and service. Real time search is here and figuring itself out but is the next step one of ready capacity or ability to provide goods or services? Sometimes static information is exactly what’s needed and it is right that Wikipedia ranks well, but sometimes you just want to talk to someone at a company.

A key differentiating factor to business success is to empower employees to communicate with clients on the issues they may want to talk to your company about. Open the company to have has many contact-points as is manageable and allow customers to lead the discussion. The whole question of charging a handful of employees the responsibility to produce regular quality content all of a sudden seems peripheral.

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