I’m sorry to have to break this to all of the marketers that love using the term Epic, but I’m on to you.
Create Epic Content you say…To that I say, what the F… is Epic Content?
How about useful content or engaging content or targeted content or some combination of all of these things. You know, content that answers questions for your clients. Content that drives an emotional response and makes people want to further engage. Perhaps write or create something that is memorable by adding a personal touch of what is different about your company?
But to just say write Epic Content. Sorry you lost me there.
As content creators our role is to put meaning to our words. You know, context. I’m pretty sure context marketing is now a buzz word rolling through the blogosphere as well. At least this buzz word has well, um, context? Like a photo without a caption, context is everything and if your words don’t provide clarity then what are you accomplishing?
Let me give you an analogy…
A highly influential marketer says…Create Epic Content
To me that is like Michael Jordan saying “Just Shoot the 3” or Tiger Woods saying “Let the Big Dog Rip” as coaching advice to an amateur. For them shooting the 3 pointer or hitting the driver is second nature. It requires no thought or explanation. However that isn’t the case for those being told they need “Epic Content.”
When you are in front of a room full of B2B Marketers saying, “Create Epic Content,” that doesn’t mean anything. First because Epic Content is so darn subjective and second because it is an expression that sounds so good that people forget it doesn’t mean anything.
Some people will just take it verbatim back to their businesses and say Joe Marketing Speaker said create epic blogs and our brand will grow.
What is next? A Side of Viral? Create Epically Viral Content…Please, stop the insanity!
Aim for Useful, Helpful, Valuable Content
If you want to teach people about using content to drive a result. Whatever result that may be, forget about Epic Content.
So pundits, you can keep your Epic Content.
In the end, I recommend marketers just focus on writing useful content. Give it a splash of your company’s personality and put some effort into promoting it.
It’s a far cry from an epic plan, but holds a much higher potential of success. Which by the way, isn’t that why we’re here?