It’s important to be seen, to be noticed. If you’re selling something, the more people who see it, the more chance you have of selling it. The proudest strutting peacock has the best chance of advancing their bloodline.
However as a method of advertising becomes more popular the more crowded the marketplace gets and the more difficult it is to differentiate yourself. Styles used to stand out from the crowd are quickly copied and become ubiquitous often drowning their originators in the process, too many adopt and nobody wins.
YouTube is a prime example, video styles are copied, presenting styles are copied, content is copied until it becomes unintelligible background noise.
In the early days of web marketing when the buzz words of black and white hat marketing were being coined the concept of rewarding websites with quality relevant content was evolving with the major search operators. Although it took some time to catch the tricks that black hat marketing used eventually it became obvious that good quality content and well maintained websites would prevail in search results.
Now everyone is producing content to this end but not all of it is good, a lot of it is either ‘black hat’ in its intention, cynically produced for cynical reasons or just plain vanilla for sake of pure content churn. Companies are attempting to purvey an accepted corporate front while trying to display a point of difference. This won’t work, the corporate front dilutes any point of difference. Larger companies have been paying ad companies to paint them a personality for years. It’s here where SME businesses have the advantage, they are small enough for key personnel to have a personality and rather than trying to appear corporate they should take advantage of those personalities. Content should reflect them. That difficult blog piece becomes easier to write because the author is writing what they know and in their own voice, the content will ultimately be more impactful for the business.
The moral of the story is, write your own content if you can, don’t put on a voice or mask when you do it, let your business have a personality.