I’m not usually a big fan of The Onion, but this headline got me:
Study: Online Content Creators Outnumber Consumers 2,000 To 1All satire is rooted in at least a little truth, and with every passing year, the more people who get into the content game, the more crowded the field is starting to seem. Brands are told they can’t just make products or offer services anymore—they have to become publishers. In order to do that, they need people to create all that content they’re now expected to publish, whether in house or through outsourcing to marketing or content development agencies. And those content creators and marketing agencies need to publish their own content, too. In order to do that, they need people to create all that content… You see where I’m going with this. So with everyone clamoring to tell their story and be heard above the cacophony the Internet has become, what can you do to stand out, be heard (or read), and reach that all-important audience you’re trying to connect with?
Forget the TrendsHave you noticed how lately, even headlines from authoritative and normally staid news outlets are emulating the Upworthy model? Check out this one from the Washington Post:
Released from the hospital, a rabbi assumes he’s okay. That’s when things take a turn.And this borderline one from NPR:
Ex-IRS Official Invokes 5th Amendment Again, Then Things Get HotWhile Upworthy’s headlines do generate a phenomenal click-through rate, the company itself has said it’s not their headlines that make their content successful. It’s that people share their content. And why do they share that content? Because they like it. And why do they like it? Because it’s funny, enlightening, educational, insert positive adjective here. But I think people don’t share Upworthy’s content just because it’s good. I think it’s because the content makes them feel good, and who wouldn’t want to share that? Focus on creating good, high-quality content that speaks to people. The breathless, hyperbolic headlines may draw people in, but if you’re not backing those headlines up with substantial, meaningful content, you’re wasting your audience’s time, and your own.