Content marketing: Telling Meaningful Stories

What’s crap content?

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I throw the term crap content around quite a bit on social media, during keynotes and workshops. 

The context usually revolves around this: 

We have to stop creating crap content. 

There’s too much crap out there 

Etc.

Related reading:

The No. 1 reason why there’s crap on the internet

At one point I wrote it as CRAP content, which prompted somebody to ask me if that’s an acronym. And yes, indeed it could be, I mean it is. LOL. 

Here you go: 

Content 

Really 

Annoying to 

People

Of course, what that actually means depends on specific audiences. What’s CRAP to some might be useful (not an acronym – ha) to others.

So know your audience and personas, publish and test. See what works. But being annoying won’t create relevance long-term. In fact, it likely will kill relationships and with that the potential for those people to become customers. 

Related reading:

What are personas?

So, that’s my new word for the day.  I hope to use it less because the amount of crap content has decreased. Fingers crossed. 

Here’s to creating better content for long-term relevance to our audience and long-term success for us. 


Christoph

Christoph blogs on The Authentic Storytelling Project and is a globally recognized content marketing expert. The IMA named him Internet Marketer of the Year in 2015. He works with healthcare organizations and other brands around the globe.

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