The Unforgiven II: Unmasking the Shadows in Content Marketing

Intro

Since I remember myself, music has always been my shelter and escape; a Firestarter (RIP Keith Flint) and an ocean of inspiration, where I could swim in wild imaginings, conjure new worlds, heal trauma, and pave the way for self-awareness, rebirth, innovation, creation. Music has literally been the prelude and soundtrack to everything creative in my life, from love to writing, and my work in marketing and communications couldn’t be an exception.

I’ve had this exciting idea living rent-free in my head for a while now, to start a series of song-inspired blog posts for Maria Emma Supercomms, and now is the time to execute it. I’m kicking #SaturdaySongs off with this little masterpiece from 1998 that has strangely been resonating with me since those early teen years, and that in hindsight seems utterly prophetic and befitting nowadays.

Modern Times

So, here we are, living through sci-fi dates spanning the 2k20s, and instead of Starfleet-protected world peace and humankind level growth, we enjoy no-limit comms in the online Matrix and boundless possibilities to connect, interact, and share information remotely across the globe. We all know, see, and experience contemporary content marketing: spanning from valuable to visually pleasing or entertaining information, it is a means that has unleashed creativity, builds communities, helps professionals and businesses grow. On the other hand, social media companies’ often insatiable and poorly thought business strategies, all planned out and executed in an increasingly getting-out-of-hand-modern-capitalism, have really pushed content marketing trends towards the realm of Toxic. (It’s Britney, b!tch).

People and businesses are constantly prompted/pressured to push out more content, in more formats, via more channels, which more often than not leads to creating content for the sake of content, having us all chasing and eating our tails like an ouroboros – constantly devouring ourselves and being “reborn”, rebranded, refurbished, ready to go for another round across social media feeds. It sometimes straight borders ridiculous, with random everyday occurrences being blown out of proportion to epic life lessons, lifechanging aha-moments, and beacons of self-importance.

What I’ve felt / What I’ve known

So, what is it that you say, Maria Emma? Cancel content – and self-cancel in the process? NO way! I LOVE the pop art level of modern content marketing and the limitless opportunities for ever-precious creativity and connection! Grab your ring lights and jump that Reel and TikTok bandwagon; keep crushing it in LinkedIn’s leadership and professional growth arena; write your heart out on media articles and newsletters! But can we grow to be more thoughtful along the way? Silence can be louder than words, Strategy and pauses elevate the meaning of content while leading to more effective audience targeting – instead of “bombing”. More importantly, authenticity, and content

Turn the Pages - Read on listening to the Unforgiven II by Metallica

If content marketing is a metal symphony where every keystroke resonates like a note, I feel that a haunting melody is in the works, echoing the sentiments of Metallica's "The Unforgiven II." As we lay beside the ever-evolving landscape of digital storytelling, it becomes imperative to reflect on the authenticity that often hides in the shadows.

Verse 1: Unveiling the Masquerade

"Lay beside me and tell me what they've done," – have the formerly trusted, everyday influencers turned to 90s’ glossy magazine divas, faking product results with magic filters, and whole lifestyles through ASMR? Have employers been lying through their teeth and shiny happy people LinkedIn pages, only to ghost you after applying, or get you through 127 interviews before they do so? Are you promised straightforward answers that you can get only after downloading an eBook for lead generation?

The lyrics remind me of the facade that looms over the content realm. It's a tale of unmasking the masquerade, peeling back layers of filters, employer of the month badges, and online forms to expose the truth beneath. In an era flooded with “influencing” and content churned for the sake of visibility, authenticity becomes a rare gem.

Chorus: The Black Heart of Tacky Content

"The door cracks open but there's no sun shining through," sings the narrative of content creators standing alone, drowning in the darkness of generic material. The pressure to create incessantly, to feed the platforms’ insatiable hunger for content, often leads to a “black heart, scarring darker still”: the dark reality of viewing every moment as content creation opportunity, numbing your senses, losing the ability to live in the moment, cherish and share its true meaning. The cherry on top is sacrificing substance for quantity, a price paid for the sake of fleeting attention. In the end, "Sick and tired, I stand alone," - the toll it takes on both creators and consumers when content lacks depth and sincerity.

Bridge: The Key to Authenticity

As the door cracks open in the lyrics, so does the opportunity for a different narrative. The key lies in burying the shallow approach and embracing authenticity. "Now I see the sun," symbolizes the revelation that genuine content can illuminate even the darkest corners of the digital landscape.

Conclusion: Embracing the Unforgiven

In a world where content often dances with shadows, we stand at the crossroads of choice. Will we succumb to the pressures of a content-hungry culture, or will we rise above the noise, embracing the seemingly “unforgiven” path of authenticity? The challenge lies in recognizing the power of genuine storytelling and understanding that, in the end, the unforgiven may just be those who compromise their true voice for fleeting trends.