Watch Out, Zombie Content Is Coming for You!
It’s safe to say that if we created a drinking game for every time someone said the word “content,” we’d be pretty sloshed most of the time. This poor word has been battered, dismembered and frankensteined back together into a mindless creature plowing forward endlessly with no idea what it’s doing.
That’s right, it’s zombie content, and it’s coming for your braaaaiiins. (Actually, it’s coming for your contact information and your money, but just work with me.)
Zombie content is content of any kind—ads, emails, web content, social—that was created with no other purpose than to be unleashed into our inboxes and social channels whether we want it or not, and it Just. Keeps. Coming. Zombie content cares not for your actual interest level. Zombie content will ram into you repeatedly, attempt to bite your face, then move forward to the next victim without caring what happened to its leftovers (i.e. you).We can reverse-engineer this epidemic with a few tips for turning zombie content into beautiful content butterflies everyone wants to interact with.
Ask the Mad Scientists (i.e. your clients or boss) “Why?”
Oh man, is this a loaded question. The progenitors of zombie content hate this question. And therein lies the importance of asking it. See, the problem with content these days is that everyone’s been told to create, but many don’t take the time to formulate a strategy first. So before any piece of content is created, ask why. Why do we need this, and, more importantly, why do customers need this?
Have a Plan
Like zombies, bad content has no real direction in life (or afterlife). Every piece of content you produce should have a clear purpose and action plan. Someone responds to an email or signs up for a webinar. Then what? The action is only the first step in the customer journey. You have to map out what happens next at every touchpoint point, or you’ll just have a series of aimless, unconnected pieces of communication trying to get lucky in finding prey. Or new leads.
Be Aware of Your Surroundings
Zombies are only vaguely aware of what’s happening around them, generally not responding to any stimulus. Don’t let your content suffer the same disinterested fate, where you’re lucky if you accidentally bump into a good lead. Actively engage people on your networks. Use social listening software like Sprout Social or Topsy to see what people are saying (“Why, that’s the finest looking zombie I’ve ever seen! Highly recommend!”) and respond in a personal and timely manner. No automated response zombies. Just, no.
With these safety precautions (and perhaps a hat—zombies can’t reach your brain if you’re wearing a hat), you can avoid becoming ground zero and starting the next invasion.
