The Fall of Content Factories — Brett McGrath // The Juice
- Part 1 The Fall of Content Factories — Brett McGrath // The Juice
- Part 2Rise of Content Distribution — Brett McGrath // The Juice
Show Notes
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01:53What are content factories, and why do people use them?Content creation used to be a function and was constantly done for SEO purposes, but theres more to it.
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05:42The diminishing returns of writing for algorithmsMarketers have learned to adapt content over time to satisfy search engine crawlers but appear to be generating diminishing returns.
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09:18How to know if your content efforts are no longer paying offYour content is failing when youve been creating content the same way, but the results appear to stagnate when you put little or no emphasis on content distribution to get in front of the right people.
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12:18Is the variety of new media content forms helping brands overcome their content factory approach?Producing content in different forms across media can be a differentiator in a saturated market.
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14:41Examples of brands doing content marketing the right wayLiquid death.
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16:34Other strategies to avoid the trap of a content factoryLearn how not to write for the machines by telling stories via newsletters.
Quotes
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"With the content factory mindset, out of the gates, when very few marketers were doing it, it was fine because brands could own specific keyword categories by creating transactional content regularly." - Brett McGrath
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"What has happened, which is good for us, as marketers, and also the people we're trying to reach, is that content marketing is not just a function anymore. It's becoming distributed throughout marketing organizations. And it's helping drive culture for brands." - Brett McGrath
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"Now, since everyone is creating, and people are telling stories, and people are leaning into branding and using that as a differentiator, if you're not passing the sniff test, then there's your future customers just going to move on to someone else who they can connect with emotionally, and someone who is resonating with them." - Brett McGrath
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"The opportunity when we're creating comes down to us being able to share it. And we shouldn't get tied up into whether Google will like it because when we start going down that train, we're not writing for the people we're trying to reach, and we're writing for machines instead. And that seems beside the point of doing content marketing in general." - Brett McGrath
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"The more we think about the unique point of view that we can offer to the topic we want to write for, the likelihood of us attracting audience members who can turn into customers increases." - Brett McGrath
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"A great exercise I recommend to anyone is to tell a story about your topic, use personal stories when you're writing that, and don't even think twice about plugging in keywords and seeing how that performs. And then spend time on the distribution of it." - Brett McGrath
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"The rise of new mediums like audio and video has forced the creators and the people behind the scenes to be front and center." - Brett McGrath
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"One recommendation, start a newsletter because if you're starting a newsletter, you're not thinking about Google and the machines. Still, it forces you as a marketer to tell stories and have an opening paragraph or a couple of opening paragraphs in that newsletter that shares a point of view around a topic that your company stands for, or you stand for." - Brett McGrath
- Part 1 The Fall of Content Factories — Brett McGrath // The Juice
- Part 2Rise of Content Distribution — Brett McGrath // The Juice
Up Next:
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Part 1The Fall of Content Factories — Brett McGrath // The Juice
Content factories are dead. But many marketers are stuck, still spinning the wheels of content for the search algorithm. Taking a step out to focus on storytelling and creating content that people can connect with will set your brand apart. Where do you begin? Listen to Brett McGrath, VP of Marketing of The Juice, as he discusses the fall of content factories, why content is everywhere, and how to differentiate and get results.
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Part 2Rise of Content Distribution — Brett McGrath // The Juice
Getting the best out of your content marketing efforts is more than cranking out content. Distribution is a critical part, but marketers take it for granted often. How should you be distributing your content? Listen to Brett McGrath, VP of Marketing of The Juice, as he discusses the rise of content distribution, the place of personal branding, using paid media for distribution, and more!
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