I thought my categorization of ‘The two types of content: traffic (SEO) and trust (brand building)’ covered all the bases. Alas, I was mistaken. We have a new type content, one that gives the perception of trust but is actually just a new breed of traffic content. It’s better written, better researched, better positioned SEO fluff – but still SEO fluff. It consists of a perfectly crafted headline and a perfectly crafted tweet to driving me to an article that barely delivers any new or worthy information. On one hand you could say – big win – SEO has matured and become relevant. On the other hand if this content is the trust content, then why does the user stay, or come back. Sadly this information/articles are coming from reputable publishers of magazines that start with an “In” a “Fo” and “En.” Instead of delivering quality reporting and information, they’ve downgraded to producing and distributing the content equivalent of Vitamin Water — marketed as valuable but lacking any value.
New content from old publishers with little value
I’ve come to expect these pseudo-articles from sheisty marketers offering first dibs on infographics. As well as fascinating Ehow articles that show you turn on the tv without a remote. But the trend of otherwise reputable content creators performing a lowest common denominator of this content mixture is frustrating and a bit saddening. Just because “everyone is now a publisher” does not mean that historically reputable publishers should dumb down. Too much traffic is like a parking lot and you can’t do much there but wait and collect dents.
—Ian