The 2016 presidential election did a lot more than make most of us uneasy and want to crawl into a dark hole and hide until it was over. It brought to light, in full force, the issue of “fake news” and its ability to spread like a contagious foot fungus. We saw it spread across social media and the entire Internet.
Regardless of the spot on the political spectrum in which you find yourself, fake news is something we’ve all read about in the past couple of months, and it needs to be addressed in a real and practical way. It’s time to stop and ask ourselves a few questions, and attempt to get some answers.
What is “fake news”?
Many individuals now think of fake news as a form of political propaganda, especially since its existence received a lot of attention during and after the 2016 election. I mean, when is the whole truth and nothing but the truth disclosed during a political campaign anyway? The tradition of highlighting not-so-nice things about your opponent in a blatantly biased TV commercial ad during election season should be expected. Fabricating news entirely shouldn’t be though.
Lately, we have seen fake news go beyond traditional political propaganda or tabloid ads claiming a celebrity was abducted by aliens. One well-known example was dubbed “Pizzagate”, when a man fired a rifle in a Washington D.C. pizza restaurant after reading a story online that the restaurant was involved in a child-trafficking ring led by Hillary Clinton.
In his Buzzfeed article “Top Fake News of 2016,” Craig Silverman highlights research he conducted using BuzzSumo. Silverman discusses the top-performing fake content on Facebook in 2016, with a link to a Google spreadsheet with links to the 50 top-performing articles.
Here are some fake stories that were in the top 20 on the list:
- “Obama Signs Executive Order Banning the Pledge of Allegiance in Schools Nationwide” (This one received over 2 million Facebook engagements!)
- “Pope Francis Shocks World, Endorses Donald Trump for President, Releases Statement”
- “Trump Offering Free One-Way Tickets to Africa & Mexico for Those Who Wanna Leave America”
- “FBI Agent Suspected in Hillary Email Leaks Found Dead in Apparent Murder-Suicide”
- “President Obama Confirms He Will Refuse to Leave Office If Trump Is Elected”
The best way to tell if a story is “fake news” is to verify its source and its credibility. Here is a starter list of fake news websites to be wary of on Facebook if you’re interested in seeing what unreliable sources look like. And here is another list.
Is fake news a real problem? If so, for whom?
Fake news was obviously a problem for the individuals inside the pizza restaurant in D.C. where a man started shooting his rifle. But it’s also a prevalent problem among Americans in general.
According to a recent Pew Research study:
“About two-in-three U.S. adults (64%) say fabricated news stories cause a great deal of confusion about the basic facts of current issues and events. This sense is shared widely across incomes, education levels, partisan affiliations and most other demographic characteristics.”
So, yes, fake news is a real problem for most Americans. According to the same Pew study, a quarter of Americans also admitted to spreading fake news in 2016, and most of them were well aware that the items they were sharing were fake.
What’s even more disturbing than a large chunk of Americans knowingly engaging with and spreading fake news? The fact that engagement for fake news on Facebook surpassed that of the content from major news outlets leading up to and during the 2016 election. Pulitzer winner, Politifact, even designated their “2016 Lie of the Year” to “fake news” itself. Because there were so many instances of fake news stories that were created, by so many individuals, they were unable to pinpoint just one.
Oxford Dictionaries selected “post-truth” as its word of 2016. It’s defined as the condition when “objective facts are less influential in shaping public opinion than appeals to emotion and personal belief.” Fake news is a sign that we are living in a post-truth society.
When we can’t agree on straightforward facts — or even that there are such things as facts — how are we supposed to talk to each other?
Fake news is also a major problem for students across the United States. This Stanford History Education Group study reveals that across the United States, many students can’t tell the difference between a reported news article, a persuasive opinion piece, and a corporate ad. This is a major problem. Future generations should be able to make these distinctions, especially when they are old enough to vote.
Who or what is responsible for fake news?
Because fake news is primarily spread across social media and search engines, Facebook and Google were accused of aiding the contagion of fake content across the web during the 2016 election. Many experts claimed that there was more each company could have done with their algorithms to prevent fake news stories from spreading. Each company has since put the wheels in motion to stop fake news from spreading. You can read more about that here.
Some claim that most individuals who create fake news do it for the revenue that ads on Facebook and Google generate. “I make like $10,000 a month from AdSense,” Paul Horner, a prolific, Facebook-focused fake-news writer claimed in this Washington Post article. However, there are a lot of people like Jestin Coler (and his 20+ writers) who “insists this [creating fake news] is not about money. It’s about showing how easily fake news spreads. And fake news spread wide and far before the election.” (source– NPR).
While we like to blame social media and writers for the epidemic of fake news, it’s up to us as content-consumers to verify what we are reading. And hopefully a lot more of us start caring about the quality of what we are consuming.
How can we prevent fake news from spreading?
The first and obvious way to prevent fake news from spreading is to refrain from creating it or sharing it at all.
Here are some other tips:
- Bookmark some of the sources listed in this post that identify some of the better known fake news outlets and stories.
- Determine who wrote the piece in question- the byline. Verify the author’s history and reputation as a writer, as well as the sources they are using.
- Identify when (date and time) the piece in question was published. Note:“Breaking News” is continuously updated.
- Notice how the piece makes you feel when you read it. If you get enraged, take a breath and check the facts before sharing it.
- Use sources and 3rd party fact-checkers to verify facts in the articles you encounter, such as Politifact, Factcheck.org, The Washington Post Fact Checker. And use the SharetheFacts.org’s widget.
We should never believe anything we read without thinking about it first, especially if it conjures up intense emotions. And we should always use our critical thinking skills.
Share this post if you want others to be more aware too!
Self-help techniques and paraphernalia get a bad rap. Sometimes we judge others who seek out help as being devoid of something, whether it be on an intellectual, physical, or spiritual level. However, the size of the overall self-help industry is worth around $9 billion annually.
Odd, isn’t it? Why do we want to pretend like we think self-help, also known as “self-development” or “self-improvement”, is a lowly thing, when we are literally buying it on a mass scale?
Should the items on the list below be considered as avenues for “self-help”?
- Online Courses
- Wearable Devices
- Social Media
Technology is noticeably the essential component of the items on this list; and all the items listed yield data and or information.
We should think about the role technology plays in the betterment of our livelihoods. When we use a device like a Fitbit to help us follow fitness goals, should we consider that “self-help”? Should we consider it “self-help” when we watch a spiritual leader’s most recent podcast, or tune in to a webinar on marketing trends for our professional development? Why or why not?
Is it critical to rely solely on the data and information that technology yields to us for self-improvement, or is it simply more convenient to have an app track everything for us?
MEDITATE ABOUT THIS: Is technology an accessory to our self-help goals, simply making it easier to attain our goals? Or is technology necessary to attaining our self-help goals, where we can’t improve ourselves or our lives without it?
Let’s take some examples from the list above to see if we can determine if they are necessary to our intellectual, physical, or spiritual improvement…or just nice to have as an accessory.
Intellectual Self-Improvement & Technology
Online learning through webinars and on-demand classes are more prevalent than ever. If we are trying to expand our knowledge in a certain area of expertise, is it even possible to do so without the Internet and information that is hosted online? Perhaps. But not if we want to ensure we have the most relevant and up-to-date information.
While books are still printed and sold in large quantities, we can’t deny that the avenues in which we educate ourselves are majorly held online now, and are digital. Books are now a supplement to a course, not the main instrument from which a course is derived. With the widespread use of search engines, on-demand courses, testing platforms, conferencing tools, mobile tutoring apps, and virtual webinars, technology is a major component behind how we learn more and improve our skills.
Are we able to improve our expertise without technology?
Physical Self-Improvement & Technology
The Fitbit is a popular device people wear in order to track their heart rates when they move, how often they move, as well as their sleeping patterns. It is part of a trend of wearable technology and apps that track one’s fitness goals so that they can increase their physical activity levels and get in better shape.
Some may argue that we don’t necessarily need wearable technology or apps to make sure we get to the gym on a regular basis. And while that may be true to some extent, it’s important to consider where we would be without devices such as the Fitbit. Counting the calories we consume and the pounds we lose is not necessarily a foolproof way to assess our health. The human body is complex and many factors need to be considered when gauging one’s physical health.
Sure, we could follow a human personal trainer’s planned sessions, but if we don’t have real-time data on our physical state, reminders, and reports, then how are we calculating physical improvement?
Spiritual Self-Improvement & Technology
Self-help e-books and podcasts abound; here’s a short list published by the Huffington Post.
We seek out media that allows us to explore big questions or change the current state of our emotional well-being, content that inspires us. The best part is, we can engage with others and share these pieces of media online through social networks.
Many people still go to a physical location for worship and prayer, or attend motivational talks held at conference centers. However, the digital media used for spiritual self-help online, or even the media used at large talks held in conference centers, assists with the proliferation and sharing of spiritual improvement of the self.
Is it possible to grow spiritually without utilizing digital information for knowledge attainment, and to be part of a spiritual community? Are podcasts and similar media a major force behind how we have come to understand the ways in which we can improve and practice spirituality?
We can certainly read a book to increase our skill levels, go to the gym on a regular basis without tracking anything on a device, and seek out spiritual confidence without podcasts and digital media. But, can we be the best we can be intellectually, physically, or spiritually without technology at all?
If we are seeking ways to improve ourselves, can we do so without the help of technology in the world we live in now?
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Technology makes our lives easier and more fulfilling. We can do things faster and more efficiently than ever before. This is no secret.
We have our GPS, which makes it less likely we’ll find ourselves out in the middle of nowhere (unless, of course, that is where we would like to be). It’s easier and faster to stay in touch and communicate with others we work with, family members on the other side of the globe, and those individuals who share our unusual fascination for things like duct tape art and collecting elongated coins. Technology has also allowed us to reach new feats in medical research and data collection. The list could continue for pages, but I won’t offer an exhaustive list (at least, not in this short post).
Throughout history, philosophers, scientists, and scholars, have recognized the influence nature has had on technological innovation. The most notable testimony of this insight is from ancient Greece— “technology learns from or imitates nature (Plato, Laws X 899a ff.). According to Democritus, for example, house-building and weaving were first invented by imitating swallows and spiders building their nests and nets, respectively” (source, section 1.1).
In my most recent post (in the spirit of celebrating National Great Outdoors Month) I posed the question of whether technology can bring us closer to nature. Now, I think it would be interesting to think of the ways that nature has inspired technological innovation. This will help us better understand why we innovate gadgets, gizmos, and apps.
Questions for Meditation:
What advances in technology in the modern age are inspired by nature? Is this important to consider when innovating technology? If so, why?
Leonardo da Vinci seemed to think so. He studied bats and birds, and sketched flying contraptions that mimicked the shape and mobility of their wings (source). Da Vinci is notorious for using what we now call biomimicry (an approach to innovation that seeks sustainable solutions to human challenges by emulating nature’s time-tested patterns and strategies).
Da Vinci stated, “Necessity is the mistress and guide of nature.” If we presume (like da Vinci) that necessity drives nature, would it benefit us to think that necessity should then drive technological innovation? Is technological innovation most successful when it is driven by nature, which is driven by necessity?
Necessity –> Nature –> Technology ?
Below are some modern examples of nature inspiring technological innovation:
Burrs & Velcro
“After a hunting trip in the Alps in 1941, Swiss engineer George de Mestral’s dog was covered in burdock burrs. Mestral put one under his microscope and discovered a simple design of hooks that nimbly attached to fur and socks.” (source) Voila, Velcro was born.
Kingfisher Bird & Shinkansen Bullet Train
Engineers were concerned with the sonic boom that train riders would experience after a high speed train they were inventing emerged from tunnels. After engineer Nakatsu observed the Kingfisher bird in nature, the problem was resolved.
“The Kingfisher is a type of bird that dives from the air, which has low resistance, into high-resistance water, and incredibly does it without splashing. Nakatsu thought the reason was the streamlined shape of its beak. They conducted tests to measure pressure waves arising from shooting bullets of various shapes into a pipe. The data showed that the ideal shape for this Shinkansen is almost identical to a kingfisher’s beak! They then fitted the front of the train with a design similar to the kingfisher’s beak, and the problem with the sonic booms was gone.” (source)
Bees & Drones
Drone designers are now looking to bees to help them better understand how to make drones more efficient at navigating airspace.
“…motion-direction detecting circuits could be wired together to also detect motion-speed. This is how bees control their flight — and could very well be the future of how drones behave, too.” (source)
Gecko Skin & Robots
“NASA has been learning a few tricks by observing the gecko.
Tiny hairs on their feet allow these small lizards to grip and climb walls – and they don’t lose their stickiness over time. The harder they press their feet, the stickier they become.
Aaron Parness and colleagues at the Jet Propulsion Laboratory in Pasadena have developed a material containing minute synthetic hairs that stick to a surface when a force is applied to make the hairs bend.
Prototype objects have been developed which might in future be able to act as anchors on board the International Space Station – but the technology may also be able to be used on its exterior, by repair or inspection robots.”
Using the same principle, researchers at Stanford University in the US have developed tiny robots that can drag more than 2,000 times their own weight. (source)
Butterfly Wings & E-readers
“Researchers developing color displays for e-readers are taking inspiration from an unlikely source: butterfly wings. Qualcomm MEMS Technologies created the first full-color, video-friendly e-reader prototype based on the way butterfly wings gleam in bright light. The display, known as Mirasol, works by reflecting light, instead of transmitting light from behind the screen the way LCD monitors do. The new type of screen can be read in bright sunlight and has longer battery life.” (source)
Firefly Light Bulbs
“When insects of the genus Photuris light fires in their bellies, the radiance is amplified by their anatomy — sharp, jagged scales, according to research published in January  by scientists from Belgium, France, and Canada.
Based on this observation, the scientists then built and laid a similar structure on a light-emitting diode (LED), which increased its brightness by 55 percent.” (source)
Algae & Biofuel
“Depending on your favorite species, algae can be eaten, burned for heat, or used to produce hydrogen, methane, biodiesel, or plain old fertilizer. Algae is so prolific, and comes in so many varieties, that it’s actually a chore to isolate your preferred species for cultivation out of a water sample from the wild. The best part is that algae soaks up the sun and lots of CO2 to work its magic. That’s two forms of renewable energy used to produce fuels or foods (sushi anyone?) in high demand.” (source)
What would you add to this list? Do you think that technology inspired by nature is inspired by necessity?
As I begin my new business * venture tomorrow, I reflect on where I was a year ago.
A year ago, I had just quit my full time job at a Fortune 500 company in Chicago. Very shortly after I had started working for the company, I acquired this irrepressible desire to start something new, to be my own boss, and to be a part of something that was important and bigger than I was! This desire only grew stronger with each day and never wavered.
So, instead of continuously complaining or hunkering down and wishing for the best at that point in my life, I decided to start something new. A year later, I am still learning and growing, and it is magnificent. This list here is a little bit about what I have learned.
Below are 5 things I would tell my former self NOT to do in the beginning stages of venturing into uncharted territory, and 5 things I would tell myself to be sure TO DO. Hindsight is always 20/20, right? Feel free to take what you think will work for you and share with others.
When Starting Something New
1- Do not try something new to seek happiness alone. Obviously we all want to be happy in life, and we deserve it! However, when you are starting a new venture, you can’t do it only because you think it will make you happy.
A while back, I read an article by Adam Grant (professor at The Wharton School, organizational psychologist, and author of Give and Take); it was called “Does Trying to be Happy Make Us Unhappy”. This article changed my perspective on a lot of things. A portion of the article outlines the importance of finding work and experiences in which we achieve a state of flow; where we are so involved in what we are doing that we lose track of time and never stop to ask ourselves if we are happy. Once we stop and ask ourselves if we are happy, we shift from an ‘experiencing mode’ (a.k.a. the ‘flow state’ which is the ‘optimal emotional experience’) to a ‘mode of evaluation’; “…a wealth of evidence consistently shows that self-focused attention [being in a ‘mode of evaluation’] undermines happiness and causes depression.”
My take on this unforgettable article is this: If you are too busy searching for happiness, you will be too busy thinking and hoping and dreaming to actually experience it. Your dream of happiness will remain untouchable if it is not grounded in the work that you produce; the work that consumes you and that you genuinely enjoy doing, especially when things become challenging. And in order to experience happiness, this work must be focused on others or something that does not provoke you to self-evaluate and ask how it is affecting your happiness levels.
The work itself is what allows you to experience a state of flow—work you enjoy doing. And it’s going to take a lot of work in the beginning. You should start something because it keeps you intrigued, motivated, and allows you to grow professionally and personally; it allows you to continually learn and challenge yourself, and allows you to contribute to something outside of yourself.
2- Do not underestimate yourself and overestimate risks. Every single one of us has something to offer, and something unique about us that will allow for us to shine. Let your unique light shine, and let it inspire others. One of my all-time favorite quotes- “Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its entire life believing that it is stupid.” So, embrace your inner genius and what makes you unique and don’t get lost underestimating yourself by measuring your abilities according to others’ standards, especially if they do not apply to you and your work. Know your value and don’t be afraid of bringing it to the table when it is time to do so.
More importantly, don’t overestimate the risks you are taking when starting your new venture. Ask yourself if they really are as catastrophic as you think. Margie Warrell outlines this well in, “Do You Overestimate Risk And Underestimate Yourself?”:
“…consider where you need to lean toward risk rather than away from it.
Even if things don’t go exactly to plan, you’ll still be better off. Every time
you take a risk, you improve your ability to discern risk, your competence to
manage it, and your courage to take them more often.
You are braver than you think and can do more than you know.”
3- Do not think you have to be perfect. We all appreciate authenticity and someone who shows a little vulnerability. We all have our insecurities; be honest about them with yourself and don’t think that you need to come off as the expert of absolutely everything, or that you need to overcompensate for your shortcomings. We all have shortcomings. We all have bad days.
Remember, starting your venture will be a learning and growing process. You have to remain open to learning and challenging yourself, every day. And if there is a task you’re not that great at, then outsource. Build a network of people that love to do the things you aren’t so great at or the things you don’t particularly like doing, and they will rely on you to fill in the gaps in their businesses or ventures as well.
Clients and cohorts appreciate it when you understand them and can communicate on their level… when you show a little humanity—“…THE reason why I have a successful business. I don’t try to be perfect anymore. In fact, I love when clients can see me in imperfect moments. These exact moments show them that I too am human” (source). And those who follow you, work for you, and support you, don’t want to be set to unrealistic standards either- “Many driven executives struggle to accept that flaws and mistakes are part of being human. And when you act as if you are, or should be, perfect, you eventually expect it of others as well. The followers on whom those unfair standards are imposed typically revolt and withdraw their support.” (Harvard Business Review, source).
4- Do not think that you need to have all the answers. Refer back to #1 above. If you are truly seeking a path that is intriguing and important to you, then nurture it and allow it to organically grow. Also refer to #3 above. You don’t have to be perfect or strive for perfection. Don’t be afraid of failure and don’t be afraid to start over again, especially when something is not working.
And while it is perfectly fine to research business and marketing ideas, take online classes, and go to multiple networking events, don’t think you need all the answers right away. Over time, once you start producing and sharing your work, you will get the hang of what works, what doesn’t work, as well as your opportunities for growth. Have a plan, but don’t plan for too long. For more ideas and inspiration on how to show your work before you think you’re ready, read Show Your Work! by Austin Kleon; seriously, read this book.
5- Do not keep negative people around. If someone brings your positive attitude down on a consistent basis, then it can take a toll on your ambitions and resilience… which you most certainly need a lot of when starting a new venture. Advice: give them the boot. Consciousness is contagious. And if someone is consistently breeding negative thoughts and emotions around you, you will feed into this without realizing it, and it will affect the quality of your work and relationships.
Always be on the watch for haters. While “we should always look for ways in which critics can help us grow. We should always humble ourselves and listen to voices of disagreement.But (and this is important) if someone only wants to criticize and isn’t willing to engage in dialogue, that person is not a critic. They’re a hater” (source). It’s always best to ignore the haters and get on with what you do best, your work.
When Starting Something New
1- Do- Keep a journal and reflect often. Take 10 to 15 minutes every work day to reflect on what you have accomplished for the day, good ideas that came to your mind, good advice you received, what needs improvement, and what you want to accomplish the next day. This is a great way to stay motivated and organized.
If all you are ever doing is looking at to-do lists, without reflecting on what you have already accomplished, you will get overwhelmed and loose site of the big picture. Your motivation will falter. Reflecting on accomplishments and aspirations will help you maintain your motivation. And if you never set tasks to do the following day, outlining where you left off the previous day, you will start the day without a clear agenda. You’ll probably revert to answering emails or posting on social media sites first thing when you start your day and will lose a lot of time that you could be using to produce your work.
For more tips on how to start a journal and its additional benefits: source 1.
2- Do- Test things out to see what works. We are very lucky to live in a world nowadays where data about our target market is so easily accessible and discernible. If you aren’t sure of who your target market is, then don’t be afraid to test things out. Post a few Facebook ads geared toward different groups. Track the results of the responses and activity you receive, and see what works. Use the market insights and data provided by social media sites and your website hosting or blog hosting services. Remember #4 from the above “Do Not” list—“Do not think you need to have all the answers” when you start. Let the data help guide you.
The most important thing to remember is that you want LIVE PEOPLE to be engaged with your content. While content and information that is search engine optimized is important, it will only get the goals you have for your new venture so far. Until you are able to determine who wants to engage with your content (not a robot), test a few different avenues and types of content in order to see what people want to engage with, at what time, from what avenue, as well as other interests they might have.
Here is a list of 10 Questions to Ask when deciphering your target market.
3- Do- Exercise, sleep, and eat healthy food. Make sure that you take care of yourself first. If you aren’t taking care of yourself, you won’t be able to take care of business.
It’s simple. If your body isn’t getting the nutrients it needs and the sleep it requires, it will not run efficiently. And if your body doesn’t get adequate exercise, it won’t be conditioned to handle the day-to-day stresses that come up. Check out Time’s list of Deskercises you can do while you work.
And most importantly, make sure that you take breaks! When starting a new venture, it’s easy to want to work constantly, especially if you are a solopreneur. However, “A growing body of evidence shows that taking regular breaks from mental tasks improves productivity and creativity — and that skipping breaks can lead to stress and exhaustion”(source). You can even complete a few deskercises during one of your breaks if you must multitask.
4- Do- Know who you are and follow advice that makes sense for you as a person and the path that you are on. If you like to make jokes, then make them (yes, even in business) because you are going to find the folks that want to work with you because of that unique trait you have. Be your authentic self. People can tell when you are faking it and they won’t want to engage with what you’re doing. Would you? Remember #3 from the “Do Not” list above—“Do not think that you have to be perfect.” If you are extra analytical, embrace that, it means your work will be extra thorough and reliable. And if you are getting advice that doesn’t seem right to you, even if it is from a “thought leader”, then scrap it. Thank them kindly and move on because you need to grow with your new venture as your unique self.
If you know what makes you tick and are willing to grow and learn with your new venture, then you already have a lot of the ingredients for success. Here’s an article about why you should try to know yourself before starting a new venture.
5- Do- Have a strong and positive support network.—I personally don’t care what industry you’re from; if you are inspiring, positive, or bring a value to the table that I don’t offer, then I want you in my network. There is so much to learn and you never know from whom or where you will get your motivation from next. And we are incredibly lucky how easy technology makes it for us to connect with one another. Find your top two favorite social media sites and start connecting with people who share your interests, concerns, questions, hobbies, etc. Call up your old cohorts, colleagues, cousins, neighbors, pastor, bosses, second grade teacher, car salesman… the list goes on and on. There is always something to learn from someone else.
Here are some ideas for How to Build a Powerful Professional Network . And if you aren’t sure where or how to meet people (especially if you are a solopreneur), hop on Meetup for local events in your area.
These are some items that I like to keep in mind when starting a new venture. What would you tell yourself to do and not to do when starting a new venture? Be sure to leave your answers in the comments below!
Content Marketing is going to be the activity with the greatest impact for digital marketers in 2016:
So, whether you are yet a key player in creating content, creating content is becoming THE HUGEST factor we all must consider when fine-tuning our digital marketing initiatives. Starting a blog is by far the best way to share and showcase your content. And whether you work for yourself or another entity, showcasing what you are all about in a digital space is very important nowadays. Make no mistake, “digital marketing” is not just a term in the wheelhouse of professional marketers and corporations.
When it comes to promoting yourself for a job, showcasing your writing to potential publishers, becoming a thought leader in your industry or academic field, promoting your company’s brand, or gaining more supporters for your nonprofit organization, etc. … producing digital content that leads to measurable results is a major factor to consider.
For solopreneurs, entrepreneurs, businesses of all sizes, nonprofits, and other organizations alike…
If YOU are:
- Deciding whether to start a blog, digital or social marketing campaign
- In the beginning stages of starting a blog, digital or social marketing campaign
- Have an existing blog, digital or social marketing campaign that’s reach, impact, and following is waning or needs revamping
Then the chances are high that the question of whether you should create more content (quantity) OR spend your effort collecting data and research for content that your target audience values the most (quality), is at the crux of your campaign efforts. You are not alone in this dilemma.
“77% of marketers will increase content production in the next 12 months (end of 2014 into 2015)”. Now that we are in 2016, the volume of content being produced is becoming higher and higher.
For Bill Belew’s students who posted short articles multiple times a day instead of only one article once a day, their content “produced more than 10 times the organic search results”. Publishing more content, especially optimized content, does increase the likelihood that your content will appear in more search results.
However, while publishing content multiple times a day may increase the likelihood that someone will find your content in a search engine result, is it worth it? Others are surely finding your content, but is that content valuable to them? Are they going to continue to come back to what you produce? Does that matter for your business model or personal marketing objectives?
The same individuals who say they plan on producing more content, also admit that their
- Lack of Time/Bandwidth to Create Content (51%)
- Producing Enough Content Variety/Volume (50%)
- Producing Truly Engaging Content (42%)
- Measuring Content Effectiveness (38%)
- Developing Consistent Content Strategy (34%)
Hence the dilemma is born. Is it actually possible to produce more content when you have limited time and or a limited budget for resources? And if you can create more content, are you still able to produce content that is engaging, effective, consistent, yet varied enough? Do you have to sacrifice one in order to have the other?
Quantity vs Quality Argument (in a nutshell)
Content creators and marketers debate whether publishing short and frequent posts are more beneficial than publishing long-form, well-researched, and meticulously edited posts. Either way, you are still investing time and money in your resources to produce more (1,000 words is still 1,000 words whether it is in one post or three). So, which side is correct? The answer is… it depends. As always in marketing, it depends on who your target audience is, and what your goals are. Let’s now look at the Argument for Quantity and the Argument for Quality, before coming to a conclusion; while keeping our own set of goals in mind.
Argument for Quantity
Content creators and marketers who opt for publishing more, shorter articles (500 words or less a piece, 10+ times a month), argue:
- The reader can get to the information she/he is looking for in the text faster. Typically, someone who is searching for an answer to a specific question or problem via a search engine will glance at an article and determine whether she/he wants to wade through all of the text to find the answer. (source)
- The quality of an article is too subjective for a search engine to pick up; they only speak SEO lingo and have no way of determining what will be valuable to a reader. Search engines can only determine how many pieces of content you post and pick up key phrases and words related to the search request. (source)
- More content produced equals more traffic to your website and higher ROI (Return On Investment) “Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.” And “companies with 1 – 10 employees and 11 – 25 employees… saw the highest return on leads when they blogged more than 10 times per month. When they published 11+ blog posts per month, they generated almost twice as many leads as companies that published 6 – 10 blog posts per month.” (source)
Argument for Quality
Content creators and marketers who opt for publishing less, longer articles (500 words or more a piece, once or twice a week), argue:
- The reader can get to the information she/he actually wants to engage with and enjoy. The reader will find content that doesn’t just answer one question or problem they have, but many. Long-form content, therefore, can have a higher return on ROI because it can be broken down into many pieces and shared multiple times for different reasons. (source)
- Search engines know if readers find the content they are clicking on to be valuable. Even if you get more people to click on your content from the search results page, search engines will still be able to determine who is reading your content all the way through and clicking on links, who’s engaging with it (commenting, liking, sharing), and how long they stay on your content before moving on to the next thing. (source)
- Content creators and companies that produce longer articles position themselves as thought leaders in their field and provide genuine value to their customers and audiences. If you take the time to conduct the proper research, understand what your audience is interested in reading, what their concerns are–AND produce content that responds to those complexities (while promoting your brand), then your audience will come to trust you and your content’s value. (source)
Answer to the Quantity vs Quality Argument (in a nutshell)
Know your audience and or your customers. Do your research and collect data about your audience– Who are they? What are their concerns? What platforms are they on and can they easily access your content?
Have different types of content out there to see what works for your goals; test it out and see what works and when. Do your readers engage with and share short how-to articles more than they do long-form researched articles? Or do they spend more time on your in-depth content and write thoughtful comments? What type of content is leading your readers to take more action (shares, visits to your website, or completed transactions)?
You should incorporate both quantity and quality into your digital marketing strategies. You shouldn’t have to choose a side.
For instance– If you’re a 10-person company launching a new web platform, you could have 2 long-form posts about the research behind what led you to create your platform (market research supporting why people need and or want the platform), and then break it down into smaller bits for smaller articles all about the different functions and features of the platform and how it compares to others in the market and why it’s easy or fun to use; keep it light and incorporate images. Research shows that using infographics is now a favorite among content consumers. “Infographics are liked and shared on social media 3X more than other any other type of content.” (source) Why? Because they are easy to digest, trust, and share. And they tell a story.
The argument about “Quantity vs. Quality” in digital content doesn’t seem to ultimately exist once you get to know your readers and what they want to read. If you understand the problems of your readers, you can produce a variety of content that addresses their needs and wants without sacrificing the quality that it offers. The important part is to measure and test the content you publish in order to see if it is indeed having the desired effect, and whether or not it is in alignment with your goals.
Happy content creating and sharing!