3 Mistakes Content Managers Make, and How to Fix Them
Bob Carver

Bob Carver,

Let us start with a simple supposition: Mediocrity suffuses social media with a combination of semiliterate assertions, gratuitous use of superlatives and crude accusations that is more suitable for a barroom brawl — or the commission of a hate crime — than a conversation between a business and the public.

Even worse, companies pay agencies (yours excluded) to be busy but not productive; to churn out content like a meat grinder — picture some vermin-infested warehouse, free of oversight and with careless disregard for the safety of the weak and wounded, a slaughterhouse in every sense of the word — where indentured servants, outfitted in hard hats and scarlet-stained coveralls, toil to box and ship “product” that reaches our screens just as we reach for our plates; a lunchtime meal of verbal garbage — a serving of sentence fragments and links — delivered by way of the automated machinery of the Internet.

The push for quantity over quality, like that horrid assembly line of blood, bone and sinew, is an attempt to avoid inspection; to force-feed us tripe, and call it CONTENT MANAGEMENT or SOCIAL MEDIA MARKETING.

Readers should refuse to consume this junk, and it is junk, because the best writing is not about length or keywords, or search engine optimization or analytics.

Great content comes from an active — and curious — mind, which induces a neuromuscular reaction to put pen to paper, or fingers to keyboard, and write with substance and style; it triggers that flash of genius, in which the rapidity of movement — the sweep of those cursive loops and the angle of those letters — forms sentences of lucid prose and pages of luminous poetry, so the reader may enjoy this literary feast.

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