Content
Marketing
Sucks.

Here’s Why

Hand-Drawn Snake Oil Salesman Has a Blog To Offer

1. Everyone’s Doing It

Like fax machines and business cards before them, content marketing is the latest addition to the snake-oil-business-starter-kit; we’re convinced to do it before we understand why.

2. You’re Not a Writer

Did you get into business to reach independence or to reach thousands of customers with your diary entries?

Content marketing and the tedious activities surrounding it prevent you from achieving your goals.

3. Worse: Some Get Lucky

While most business-owners give up on content, some manage to pull through and attract a ton of new business; this leaves us shrugging our shoulders and asking, “why not me?”

4. You Like Smart Bets

Unlike ads, you can’t calculate the ROI of your content with simple dollars and cents — that leaves you with two choices: learn the language of data, SEO, and analytics… or fly blind.

5. Most Businesses Are Not Lifestyle Businesses

Fitness, productivity, healthy dieting, these business categories lend themselves to stories; good for them.

But that leaves mid-size construction firms, independent plumbers, and even dentists asking, “what do I write about?”

6. P.S. It’s Hard AF

From idea generation to drafting to writing to editing to publishing to sharing to promoting to measuring… to hanging yourself.

Where will you find time to serve customers between all that work?

51% of 2018’s web traffic came from organic search, more than social media and paid ads… doubled


You want the traffic, you want to stop paying for it, and most importantly: you want zero carpal tunnel.

Instead of writing 52 posts per year, what if you wrote just one?

What makes a Content Bible Different?

Most content wants your attention right now. It often gets that attention with click-bait headlines, paid promotions, and of-the-moment topics.

Content bibles take a different approach, click the elements below to explore how and why.

Have you noticed that newsletters have become the new mailers? And every marketing executive is trying to stuff your inbox full of them.

But quantity is a red herring; content is not advertisement, it is social capital. Your audience trusts you for the information you offer, not for its consistent delivery.

Would you feel better about stepping into a hot pile of dog poop knowing you did it every week? 💩 No!

And neither would your readers. In the age of free information, the best free information wins. Content bibles strive to be the best.
Some readers skim their newsfeeds for a quick bite: they don’t want a Prix Fixe meal, they want fast-food.

And the majority of content is fast-food that cuts corners in exchange for one-time traffic boosts.

For example, you might come across, 7 Sure-Fire Ways to Optimize Your Landing Page, but the content-bible-version includes dozens more.

The level of depth offered by content bibles is too rich for readers looking to kill time.

But when your prospect asks, “what is a landing page,” would you rather be serving up 5-star cuisine or slinging burgers?
“Less is more,” nowhere is that truer than in content marketing. But content bibles belong in the more column, right? More topics, more material, more work, more more more!

In reality, they mean less.

Even if you have a team of marketers, few can publish a content bible along with dozens of posts, newsletters, infographics, and cat GIFs; so content bibles often live alone. That seems risky, but consider the overhead.

Instead of tracking a spreadsheet with hundreds of content pieces, you’re looking at 2 bibles… 3 if you’re awesome.

By focusing on a handful of incredible pieces, you leave no content behind and reduce overhead to nothing.
Some plants are beautiful, evergreens are unstoppable.

And evergreens are just that, forever green. For their consistency we reward them with consistent spots on our lawns. And my favorite species of Internet evergreen is the content bible.

It’s not flashy, but the content bible has lasting power—by being the authorities on big-tent topics, these pieces of evergreen content remain valuable long after publication.

Meanwhile, most content focuses on an event, a sale, or a product update, an otherwise brief affair; and it captures the attention of an audience for just as long.

However, short-term content still offers value as well, but that value is often… short-lived.
Our favorite books, short stories, and long-form articles are top-of-mind, but are they ever joined by our favorite tweets?

Unless crafted expertly, short content fails to leave its mark.

Multiple sources confirm that the Internet’s most valued content ranges from 1,500 to 3,000+ words. Long content wins because both the authors and readers invest time in the work; the authors wrote, the readers read.

The more time we spend with a story, a book, or a piece of content, the more value we derive.

Content bibles are so big, that they require an equally big investment from the reader.
When content is an afterthought, we look for easy wins.

A bedding company needs any 500 words by Friday? How about a list of threadcount facts! Great, but why?

This approach makes it easy to hit weekly quotas, but impossible to create real value. Content bibles force you to create real value, to think ahead.

Which personas does the content target? At what stage of their buyer’s journey? What topics are important to them? How can you best satisfy their needs? Is your goal organic traffic or something else?

When you invest so completely into one piece of content, you can’t help but stress the details.

Examples

Game of Thrones - Wikipedia

How do so many Wikipedia pages make it to the top-3 search results?

Hundreds of contributors blow up popular pages to content-bible-lengths by adding (often unnecessary) details, details which satisfy nearly all search requests about the topic.

These details also feature images, charts, and frequent updates, which keeps the pages active, well-rounded sources of information.

SEO Tools: The Complete List

Brian Dean is a brilliant marketer and his enormous content pieces receive thousands of visits and bring in boatloads of business.

This complete list of SEO tools proves that a single person can create content beloved and respected by many.

Brian also coined the term, Skyscraper Content, which inspired me to redefine it for myself as Bible Content (hat-tip to Brian).

All 75 Content Marketing Strategies

Shameless plug alert: this is the first piece of bible content I wrote and produced for my audience, for you.

My goal was to create the most exhaustive list of content marketing tactics ever produced, and I think I hit the mark.

While not perfect, this piece serves as a great example of how an authoritative piece of content should look and feel.

You Can Make One, Too

Creating a content bible happens in 3 key steps: reader targeting, competitive research, and creation.

I walk you through these milestones and all the gotchas that come with them in my free email course, How to Build a Content Bible.

Along the way, you will learn what metrics to measure, how and when to keep your bibles fresh, how to avoid writer’s block, and much more.

Stop blogging, stop guessing, and stop asking yourself, ‘why not me?’


Start producing content your customers will visit time and again — content that earns trust, boosts your traffic, and lines your pockets, baby.