Want to tick off a good writer? Give them these instructions:

"Make it like this article, from the same angle." [link]

via GIPHYYes, those are actual instructions from a real client to a real writer that I read just today. And it's got my dander up.It's not uncommon. In fact, it's very common.So common, in fact, that when I checked the provided link, I found the same baseless statistics (not even cited, because you can't cite them, because there are no real studies done on that particular, oft-quoted, completely made up statistic - I've LOOKED IT UP) that I've seen in dozens, if not hundreds, of other articles.Basically, the instructions should read: "I want you to plagiarize this article that's been plagiarized from other articles, which were plagiarized from other articles."And this is why we're headed towards Content Shock.via GIPHY

Content Shock: That moment of surprise when your blog, your guest posts and your ebooks do *nothing* for you

Okay, that's not the actual definition, but it may as well be. Let me explain.There are millions of posts, articles, fake news, puff pieces, click bait and inbound marketing 'tactics' published every day. And those numbers have been growing faster than our ability, as humans, to consume it.To put this in economic terms, the supply of content is exponentially exploding while the demand for content is already maxed out.Mark Schaefer, the author who coined the phrase "content shock" predicts that brands will have to pay consumers just to get them to *see* their content.Meanwhile, with content flying at us from all directions, much of it really bad (ie. regurgitated marketing pablum that's unoriginal and completely useless), we're being trained by experience to ignore content altogether.So if you're beating yourself up about not blogging regularly - don't be. That said, we're not quite at Content Shock yet.via GIPHYInbound marketers, SEO strategists and copywriters have been advocating for higher quality, original, genuinely helpful content for years. It's been working, sort of. But when I still see requests for regurgitated content, I know the message hasn't been received by nearly enough people.There's this prevailing idea that it's beneficial to put *anything* with the right keywords on your website, as long as you do it regularly, and make the posts lengthy, with click-baity titles that adhere to the latest formula.Good grief.via GIPHYOkay, that one was just to cheer myself up. I love Patrick Stewart.Anyway.The quality of content has actually been getting better. Most businesses have gotten the message that it's not worth putting out bad content, especially if they're asking people to give their contact information in exchange for, say, an e-book or blog subscription.The problem is that the content quality has risen across the board, which means that, right now, creating really good content just gives you parity.It's not enough to get noticed.That's not my original thought - that's Moz's Rand Fishkin, whom I love almost as much as Patrick Stewart.Most of my clients aren't made of money, and creating genuinely good, unique content is expensive. I know - that's what they pay me for. And I can tell you that it takes a lot of work, time, and some serious inspiration to pull off.And it doesn't get you anywhere anymore. At best, it might put your website on page 5 of Google's search engine results.Creating genuinely great, thought-leading content that content-overloaded people will still pay attention to, link to, and share? The kind of content that establishes you as a thought leader in your industry and the kind of website Google will put front and center?Phew! That's gonna be at least 2 weeks of research, sourcing quotes, writing, editing and revising, depending on desired length. I don't even want to tell you the price, but it's in the 4-figure range.*If* you have me do it. Or any writer who isn't you.

You are original, inspiring, compelling content - Yes, YOU!

Can you guess who has a completely unique perspective and a voice people gravitate towards?You.Who understands their subject-matter better than anyone?You.Who do people come to see, hear, and be inspired by?You!You have the power to overcome Content Shock. You have the power to make inbound marketing (publishing helpful content to bring your target audience to your website) work for you.But you have to be brave for this to work. And you have to put some time in to getting to know your ideal clients and what they most need to hear from you.And then you have to deliver it.Not a writer? Publish Youtube videos or Facebook Live events. Content isn't just the written word. Maybe the way you speak to your people is through social media posts. Or, maybe you have the discipline to publish a weekly newsletter (in which case maybe I should hire you to do mine!).The crying shame of clients who want regurgitated content is that they are missing the opportunity to be themselves. To show off what they're doing. To be vulnerable, real, and dare I say authentic.They're missing the chance to be the kind of person, company or brand people gravitate towards and form genuine relationships with.via GIPHY(I could not resist the literary irony of this giph.)I know I'm preaching to the choir here. Which is why I love working with my clients. We're all on the same page. We're all here to make the world a better place.For me, that also means advocating for better content.