Content as a commodity

is another way to hide.

Another page of motivational book quotes. Another SEO-centric blog of SEO tips for grandma. Another “5 things to do before you’re 30 according to this guy” infograph. Why use your voice when you can hide behind somebody else’s?

Don’t turn other people’s wisdom into a commodity. You can do better than that. Add your voice. Tell a story. Show us how the quote moved you to start a blog about how you lost 30 pounds.

There’s a yin and yang relationship between commodity content and quality content.

When a platform has more commodity content, the quality content is more refreshing. Oh my God, finally, it’s another human being. I was beginning to think that this platform was full of robots.

When a platform has more quality content, creators lose sight of what the platform is for. We start to focus only on what works to boost our metrics. We forget that the purpose of the platform is always to leverage our voices.

There can’t be good content everywhere. Sorry, but that utopia doesn’t exist. I wouldn’t be writing this if it were that easy. Good content requires taste, an eye for quality, and the courage to make an assertion.

If you’re going to make something, consider these tips.

Add story. Information without story is noise.

Add voice. Resist the temptation to join the bureaucracy of motivational quotes pages. Who you are is more important to us than what you post.

Make an assertion. It’s okay to make up your mind. If you don’t see things the way that we see them, let us know. We’re curious to hear what you have to say.

Connect the dots. Ideas build upon other ideas. There’s connections between tennis and chess, and chess and tai chi.

People don’t relate to pages. People relate to stories. People relate to voice. People relate to people.

Don’t hide.

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