So we all celebrated the death of content mills like Demand Media with Googleâ€™s first Panda (a.k.a. Farmerâ€™s, for Content Farms) update some time ago, right?
And the slop did seem to stop, or at least abate, for a while. (Although Demand Media rebounded nicely, but thatâ€™s another subject altogether).
You have to hand it to â€˜em though, content mills are adaptable and have proven to be most adept at shape-shifting.
Hey there! Need content?
Enter the â€œcontent advocateâ€ (or â€œoutreach specialistâ€, â€œPR specialistâ€, and variations thereof), enthusiastically representing XYZ PR.com. This is not to slam reputable PR firms â€“ it just seems the new-fangled content mills have co-opted your good profession as their front. For that, I am truly sorry.
The new content mills have annoying tenacity and offer remarkably bland offerings for the content-starved publisher. They know that companies and publishers are challenged to create fresh, unique and useful content as Google says they should.
(As many in the industry have noted, it seems king Google itself may well have unwittingly inspired the rise of this new genre of content chum by its insistence on fresh, unique and useful content.)
Like their predecessors’, the new mills’ goods are grossly generic, vanilla filler serving no one – your readers, your customers, and certainly not you. Sound familiar?
Reader persona? Customer buying cycle? Relevancy? Timeliness? Added value? Nope. Just dumbed-down fluff that will most likely come back to bite you.
They also know that if they offer their cookie-cutter content at no (monetary) cost, they might sidle their way into forming a â€œpartnershipâ€ with the famished content publisher or desperate website owner Â â€“ thereby securing a reliable channel for their endless stream of drivel.
The most recent unsolicited â€œoutreachâ€ email I’ve been spammed with is fairly representative of what I receive all too frequently as a content publisher. Iâ€™ve altered/redacted some of the copy to protect the guilty, but youâ€™ll get the gist.
A typical content mill â€œoutreachâ€ email
Dear <blog editor> <CCO> <site owner>,
I’m writing to suggest a <sic>Â article topic for a third party editorial content submission to The <X> Blog.
I have 3 articles for you to choose from (written by professional copywriters who work in social media, SEO, and digital marketing):
1. The Advantages of using Video
An article exploring the advantages of using the video sharing app <X> and tips.
2. Social Media for CompaniesÂ
How to behave online to engage with your customers from a company point of view
3. The Value of WordsÂ
Advice into content creation in terms of making it SEO friendly, and targeting your audience online.
These choices â€“ and there are usually three equally bad ones â€“ are then followed by the standard:
These are the three titles I have at the moment, but I can easily get something else written if these arenâ€™t quite what youâ€™re after. If you let me know which one youâ€™re the most interested in, I can send it get it to you immediately!
<signature, â€œContent Advocateâ€, Sucky PR Firm. com>
Cool! Want a â€œcontent partnershipâ€?
As I mentioned, some of these content crap peddlers are unbelievably tenacious.
Even after youâ€™ve refused their generous offer, many will continue to hound you saying they want to form a â€œpartnershipâ€ with you.
Why? Good link mojo with an authoritative site (what Penguin?), social proof, some misguided attempt to garner (now irrelevant) Page Rankâ€¦or to promise their grossly-underpaid clueless writers that theyâ€™ve â€œscoredâ€ a great venue for themâ€¦who knows.
But for the love of that black-and-white bear (and bird) – as well as your siteâ€™s integrity and ranking â€“ donâ€™t do it!
“Free” content that carries a more insidious threat
Anymore, youâ€™re very much judged by the internet company you keep â€“ and â€œpartneringâ€ with an unsolicited content provider is risky at best.
Who is behind this “third party editorial content”? I asked and received no answer. My educated guess is a content farm sub-contracting the new, hopeful and hungry writer for any opportunity to make their craft pay, no matter how skinny the paycheck.
Sure, you may get plenty of content, but judging from the topic titles alone, you will be selling your brand’s soul for banal, untargeted filler that will result in little to no reader interest or engagement at best.
And worse? Your decidedly low-quality content could also receive a Google slap via Panda, and if it links to bad company in the form of your content provider, you could also see yourself subject to the wrath of Penguin – either one or a knockout one-two punch most assuredly resulting in a ranking demotion to the oblivion of the SERPs netherworld.
Worse yet? You may well lose credibility and the trust of those clients and readers you worked so hard to win over in the first place.
So beware the new content mills in their PR/outreach guise.
You can dress up the messenger, but crap by any other name is still shit.