The human voice is typically open, natural, uncontrived.
meditating on thesis #4 of the cluetrain manifesto
The full thesis:
Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.
Come to think of it, “contrived” is actually the perfect word to describe the current state of content marketing.
- When did stories, questions, lessons learned, or letters to the editor become “content”?
- Why does marketing always have to expand to eventually contain the entire universe?
OK, so, marketers are producing all of this content. Piles and piles every day. And so much of it seems contrived. It rarely sounds like a human expressing something interesting, or sharing the process of discovering a new perspective.
Instead, machines attuned to ranking SEO or generating a social score, convince someone in a department that the virility (likelihood of being clicked, shared, and spread) is high. So, we crank out the goods.
Is there any room left for natural, open, uncontrived conversations?
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