The internet is a wasteland.
No, it’s an abyss.
And it isn’t just the porn, uninformed opinion, whining, and cute baby and dog pictures.
It’s the endless stream of social media accounts, started with all the best intentions but left to rot away.
Technorati, in its State of the Blogosphere 2011 report, estimates that three million blogs are added to the abyss every month.
It’s a staggering number. And it’s hard to tell how many of those will be lying fallow in the future. After all, those are the kind of people who typically don’t respond to surveys about how often they blog.
Maybe someone will start a blog and never get around to post to it. Maybe she’ll fire off a few posts and then lose interest, as we are wont to do in this ‘ooh look, something else shiny’ era.
Like this one blog I stumbled onto last month. I was researching blogosphere contacts for the most recent employer to decide it could no longer afford to keep me. The media list I was defining was realty based.
And if you’re on Twitter, you know how many realtors are out there, right?
This one fellow triumphantly mounted a blog onto his website and started a Twitter account so he could spread the good word. He titled his first blog post ‘My social media strategy’ and went into not-so-great detail about how he didn’t know what he was doing and he would post whenever he felt like it.
That was in February 2009.
He never posted again.
Now, I’m sure he’s a busy fella. The Calgary realty market, I can only assume by the numbers, keeps a guy on his toes.
Trouble is, he could be even busier if he maintained that blog and Twitter account. In its 2011 State of Inbound Marketing report, Hubspot learned businesses that post to their blogs daily generate four times more leads than those that post weekly or less.
Why? Because you grow traffic to your website, generate click-thrus to the business end of your site and establish yourself as a reliable source of information, services and product.
So how do you get around the busy factor? The lack of interest in writing about what you have to offer … because it doesn’t just exist for everyone. You already know that, especially if you have a dormant blog.
You could get an intern to do it, source out guest bloggers or — as I saw one local realty blog do — ‘lift’ content from newspapers and other bloggers.
(And I use ‘lift’ as a nice euphemism for republishing without attribution to the content owner. Please don’t do this.)
Or — and knowing I’m currently unemployed, you probably already realize where I’m going with this — you could hire someone.
Not just anyone.
Because branded storytelling is where we’re going. Your clients and customers want to learn about the stories behind the cash register. They want to learn more about you and how you can help them solve their problems.
My good friend Ernest Barbaric wrote in January that he believes branded storytelling is the next wave of content marketing.
The idea is to create a story, a narrative where your brand plays a role OR acts as a hub for story telling. For example, this could look something like Travelocity’s gnome – where users would take photos of the handsome fella on their vacations and then sharing that on the brand’s blog, Facebook or other network with all the other travellers.
So what’s the solution?
You hire someone who knows how to weave words and wax poetic … OK, OK, that might be blowing a little too much smoke up your butt.
But I do love to learn what makes you and your business tick. And I do know how to tell a fine story.
You wouldn’t have gotten this far if you didn’t think I could.