Star of Bethlehem – Transcription
Hello and welcome to the new relevance impulse. This episode is a very special one. It’s about Mark Schaefer, the visionary of the Content Apocalypse and I want to show what his article about the Content Shock has in common with the Star of Bethlehem.
I believe that when we look at extreme cases, we see a lot what we can learn about content marketing.
Mark Schaefer should be well known. He is to me 2014 by its often quoted article on its Website
„Content Shock – why Content Marketing is not a systainable strategy.“ Just a brief reminder of what the Content Shock means: Mark Schaefer has worked out in his article that the amount of content offered on the Internet will increase exponentially, but that the receptiveness on the other hand will remain the same for the readers, and this automatically leads to an oversupply of content and to an intensified fight for attention and therefore also to ever increasing production costs and distribution costs on the company side.
Mark Schaefer has taken a firm place in my filter bubble and is an indispensable part of it and that is mainly because he has written this central article, but also because he continues to deliver very good content. I regularly receive information from him about his newsletter to which I have subscribed and recently I received an e-mail from him and it made me think a lot.
In this e-mail he refers once again to the topic Content Shock. The e-mail is called „How to use Content Shock in Business“ and Mark Schaefer mentions in this e-mail that a few weeks ago he received a question from a reader referring to his article „Content Shock“ and says: „It is now five years since you wrote this article and I wonder if you have developed new approaches to Content Shock in the meantime. Mark Schaefer notes that there are two things about this question that surprise him most, the first being that after five years someone still remembers that they wrote a particular article, and the second being that that person is still dealing with the subject. And Mark Schaefer adds that this article on Content Shock is the most effective article ever on his website.
What exactly does effective mean? He publishes an overview of his best run articles every year and I’ve been following it now. In 2014 we see the article about Content Shock was at the top of his list. The article generated nearly 900 comments on the site in 2014 and inspired over 700 external blog posts on the subject. In 2015, the article was still the most viewed on Mark Schaefer’s website with over 1000 blog post comments. In 2016, this article by Mark Schaefer will no longer be listed in his top lists. However, in 2017 it creates a new edition of the Content Shock article at seventh place in its own internal hit parade. In 2018, Mark Schaefer will not include any more Content Shock articles in his hit list.
I asked myself the following question after looking at this data: What do we actually call such an article or content that is accessed most frequently over a very long period of time and contributes extraordinarily strongly to a company’s brand perception and branding? I can only say this from my perspective Mark Schaefer and the Content Shock belong together for me and this topic of the Content Shock has been so influential for me in the perception of Mark Schaefer, of this brand Mark Schaefer, that it actually founded his status as an expert in content marketing for me in the first place. In the last few years, some terms have emerged as terms you might be able to use.
There is, for example, the term Evergreen Content, the evergreen content, which shows a lasting relevance. I linked the article from the Search Engine Journal below, which describes Evergreen content. Then there are two terms by Mirko Lange from the FISH model that could both be used for Mark Schaefer’s content. On the one hand there is the search content, i.e. content that can be found well via Google, and then there is the highlight content. However, both descriptions are not specific enough for this article by Mark Schaefer. And last but not least you could have a look at the Hero, Hub and Help model of Google or YouTube, but also this model does not meet this uniqueness of the Content-Shock article by Mark Schaefer.
And while we’re on film – the only comparable piece of content in any way I can think of
with a similar orientation, is the parachute jump out of the stratosphere, which became known as „Red Bull Stratos“. Also here I connect a very strong memory and a belief in a company, which is very innovative and daring – one should transfer this naturally to the drink – but this video has a similar formative character for me and perhaps there is someone, who knows further examples from the Internet, where content has addressed him accordingly and has implanted itself in the memory so that he also has a certain brand perception of the company due to it has formed.
So: long speech, short sense – I did not find a name that currently applies to such content pieces, so I had to look for my own term, and I would call such content a „Star of Bethlehem“, and I link to such a star of Bethlehem the orientation towards a product or a service at a company, from which I hope that they can offer me a solution, but of which I also believe that they can afford it. And I believe that not every company, but many a company has a star of Bethlehem and this content says a lot about customer orientation and customer interest. And a company should perhaps ask itself if it has identified a star of Bethlehem, if it has any products at all that are offered in the context and if not, perhaps even a new business opportunity opens up, that would have to be evaluated.
Thank you very much for your attention!
I hope you enjoyed this contribution – we haven’t even touched on the most important question yet and it’s now coming up to us: If we see any special features in the area of content marketing, i.e. special cases that are extremely unlikely to be found in the number of downloads, how do we actually describe content that runs normally or that is not seen at all? What is this? Loser content?
I have noticed we have no name for it at all, and we lack quite many terms. So, content marketing can only become more understandable if we find more and more terms for special features and also normal states in content marketing.
Make it good!
Take a look: http://spacevdl.com