Don’t Let Your Content Become Nontent

At Prichard, we all gather together once a month to discuss themes for this blog. Sometimes burning topics surface that we feel passionate about writing, and sometimes (quite candidly) we struggle to think of content ideas.

This month, we floated ideas like “our take on the Ice Bucket Challenge” and “celebrities and social good: is it really helping?”

After stewing on these a bit longer, I realized that these are stories that I’ve already read a dozen times. The Ice Bucket Challenge question has been covered extensively (like here, here and here), and by writers and bloggers who are much closer to the subject and likely more knowledgeable.

If I wrote about this topic, there wouldn’t be much value-add or emotional connection there. It wouldn’t educate or be more relevant than the next Ice Bucket Challenge story.

It wouldn’t even be content. It would be nontent.

I read about “nontent” in a fabulous piece of content by content marketer Barry Feldman, who explains that nontent does not connect or convert your audience. It doesn’t carry substantial meaning or reason for existence. It just kinda fills a void.

We know that content is king. But nontent is the usurper and doesn’t belong on the throne.

Working with nonprofits, our clients often approach us for ideas for generating content ideas to keep their newsletters, social channels, website or blogs fresh. To make sure your content stays on the throne, here are Barry Feldman’s ingredients for quality content:

Source: Barry Feldman

Source: Barry Feldman

Do you think lots of nontent is better than one really great piece of content? Share your thoughts below!

Jenna Cerruti

Account Director Jenna Cerruti leads Prichard’s client work and manages Prichard’s blog. Before Prichard, she spent several years working with for-profit, purpose-drive brands. When she is not developing strategic communications plans, brainstorming digital communications strategies or executing media relations for clients, she is on the hunt to find the best pizza in Portland, likely listening to her favorite diva, Beyonce, along the way.

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