How Content Marketing Can Restore Your Faith in Humanity

“When I look at the Internet, I feel the same as when I’m walking through Coney Island. It’s like carnival barkers, and they all sit out there and go, ‘Come on in here and see a three-legged man!’ So you walk in and it’s a guy with a crutch.”

Jon Stewart

Have you been feeling that all too familiar sense of emptiness recently when you’ve been on the Internet? Perhaps a little lack of faith in humanity . . . Oh, please don’t let it sink to that point. Things always get better. We . . . must . . . believe . . .

Take content on the Internet for example. The recent clickbait phenomena is bound to stop. Why? Not because it’s wrong and immoral to deceive others, but because it won’t work anymore. Personally, I've stopped clicking on articles that just randomly appear at the bottom of websites. I don't click on articles that say, "You won't believe who Angelina Jolie got pregnant!" And not because I’m too smart or interesting for that. I’ve clicked on clickbait approximately 3,467 times. In fact, it’s because I’ve been down that path before, and it only caused me pain (and that pop up screen that says, "YOU’RE INFECTED! DON’T YOU KNOW YOU’RE INFECTED!?!?!")

Content on the Internet needs to get better. Not because it would make the world a better place—even though it would—but because companies and media outlets have been discovering more and more that clickbait actually doesn't work. We know clickbait when we see it, and we won't take the bait. We are, very fortunately, smarter than flounder. And when these companies aren't attracting new clients, when these magazines aren't getting page views, and therefore, ad revenue, they will be forced to change. If they’re not making money off of it, they will stop doing it. Plain and simple.

Social Construct seeks to have a hand during the changing of the guard. We think that people are too smart for clickbait. We think people are more advanced than flounder. That's why we want to help companies create and distribute original content that genuinely informs people about trends, innovations, discoveries, or narratives from professionals (we love interviews) about their experiences. This content is the seed to produce meaningful relationships because the connection is founded on ideas. It's founded upon shared interests and not mindless viscera ie, fear mongering or sexual imagery.

Content marketing probes deeper. It is not meant to manipulate or deceive, like traditional advertising. It is designed with the idea that people want to learn. When done right, like how we do it, for example, it seeks to inform and engage. It seeks to inspire others and create meaningful connections. Think about it like this—people are going to meet each other and form connections because of Social Construct’s approach to content marketing. And what happens when people meet and form connections? They do other stuff, like fall in love, get married, and procreate. I know that some may see this as sentimental, but it’s true. I’ve seen it happen. And it's beautiful, like so many other things in this world that happens when people come together.

I don't think that these are extravagant ideas. This is based off of research, experience, and staying in touch with the world around me.