Content Filter: How to Consume Content That Matters

7 min readFeb 9, 2016

Content Filter

Here’s a common question a lot of our students at Web Marketing Academy ask: “With so much content available online, how do we know what to consume and how much to consume to stay relevant?”. If you have a similar question, this post is for you.

You can’t get away from the fact that there is a lot of content and not enough time. Even if we shortlist only the best content publishers, there’s still too much to consume in the finite 24 hours’ day that involves your juggling a range of other responsibilities as well.

Yet there’s no escaping the fact that digital marketers have to read, listen, watch and experience to stay updated. Time has to be made.

In this post, I’m going to help you come up with a strategy that will keep you updated on what matters. You will learn to:

define your goals and understand why content is important,
know the different content types and formats that will maximize value to your career,
discover relevant content through social media channels,
save great content and keep it ready for reference,
appreciate the timeliness of content and practical application for competitive gain.
Defining Goals

First, we need to take a step back and ask ourselves, “Why?”. Why do we need to consume content? What happens if we don’t? What will we miss out? Is it FOMO (Fear of Missing Out) or is it because if we don’t read, listen, watch we might not be able to do our best in our work and life?

If its just FOMO, the solution is simple. Digital, social media is dynamic. It changes all the time. For example, Facebook images were doing well in 2013, but then came videos. So it’s easy to learn what matters at this moment.

As Gary Vaynerchuck, social media maverick, New York Times and Wall Street Journal Best-Selling author, self-taught wine expert, and serial entrepreneur, says, “You will have to create content that works today not in like 1999.”

Search is rapidly changing so when you are ready, you can always learn what is relevant at present. I am not saying, this can be an excuse to not staying up-to-date nor am I encouraging you to stop reading. But if your zeal is based on FOMO, you can get by without investing in content consumption as a discipline. You don’t need this post.

But if your goals are beyond FOMO, keep reading.

What is content?

In the simplest terms, content is information — practical, functional, tactical. Want more definitions? Check out the Top Rank Blog that has 40+ definitions from experts in the industry.

What is Content Marketing?

I’m going to share the definition given by Joe Pulizzi of Content Marketing Institute. “Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.”

Content Marketing Institute has a great resource on definitions of Content Marketing as well in the Getting Started section.

Mark Schaefer’s popular blog posts on Content Shock is another great read. Link to Content Shock

Discovery Content

How do we discover content?

We discover content through various means, such as:

while browsing other websites
Facebook updates or other social media channels’ posts
native ads on websites
references by friends and family
search on search engines and social media platforms
clickbait Buzzfeed style content (For example, “Here’s How I Lost 85 Pounds In Eight Months Without Going Crazy”)

Examples of discovery content

12 ways you’re sabotaging your career without even realizing — Business Insider via LinkedIn
Content marketing is so last year — LinkedIn Pulse, Peter Himler
5 Trends that will Impact Social Media Marketing Strategy for Enterprises in 2016 — Social Media Today

Is discovery content useful?

When I have time, discovery content can be useful. At the same time, you will come across spam and tricky headlines too.

What to do with discovery content?

Keep your goal in mind. Whenever you read something, ask yourself, “Is this going to help me achieve my goal?”. Maybe you have mini goals. If the content helps fulfill your mini goal, it’s good.

Sometimes discovery content is good to know but not necessarily useful. If you come across some amazing content in discovery content, tag it for the next phase — bookmarkable content.

If you think the content you’re reading is not really productive, drop it. Don’t waste time.

2. Bookmarkable content

Simply put, this is content you either bookmark or download to read when you have more time.

Examples of Bookmarkable Content

Getting started with Content Marketing — Content Marketing Institute
Annual Research — Content Marketing Budgets, Benchmarks and Trends
State of Inbound — Hubspot
23 Tools and Tips for Social Media Marketers — Social Media Examiner
The Periodic Table of SEO Success — Search Engine Land
Content Shock: Why content marketing is not a sustainable strategy — BusinessGrow

What to do with bookmarkable content?

Bookmarkable content is useful and evergreen. You can read it anytime and it will always inspire. Should you spend time on it, you will learn. You will improve your skills and whenever you need some guidance, you can use this content for reference.

How much time should you spend?

In my opinion, there is no specific time period, but spending at least an hour on bookmarkable content will be a good start.

3. Timely Content

Timely content is perhaps the most useful of all content types. Why?

You actively search when the need arises
This is content that matters now, at this moment
It directly helps you do your job efficiently
Enhances your career
Adds a skill set
Makes you smarter
Helps you stay on top of whats happening
Makes you the go-to person for that specific skill

Examples of timely content

What to do with timely content?

We are actively seeking these types of content, to use it as and when required. But the question is with so much content, how do you know if the content you’re consuming is the right one? Today everyone writes but there may/may not be strict editorial and reality checks.

Here are some tips to validate & filter content:

Know the author’s reputation. Is he/she an authority on that topic?
Is the content from a well-known company?
Check the popularity of the article — who is commenting, sharing and talking about it.
Ask experts — Quora, LinkedIn Pulse & Groups are great places to ask.
Attend well-known industry conferences. If you can’t attend, follow the live blogs. For example: SMX East PubCon Live Blog and Speaking Schedule.
Look for the author’s reference in media.
Check for any interviews or if the author is featured in TV, newspaper, or magazines.
Official blogs are the number one resource to find the right information.
Check if the content is recommended by any industry associations.
Is the author writing for well known online media like Inc., Forbes, Wall Street Journal?
Another way to get information on the author is to follow her/his LinkedIn, Facebook page.

There you have it. Define your goals, categorize the content and give it time and attention as needed.

If you like this article please do share with someone who needs it
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Digital & Social media blogs; event and conferences to follow in 2016

Conferences

Search (SEO)

SEM (PPC)/Google AdWords

Content

Social Media

Mobile

Email Marketing

Web Analytics

India Specific Blogs

Affiliate Marketing

Similar blog post:

“Content Shock — Content Ignition — Content Magnet — Be More Human — Content that Moves Creates Power” — Mark Schaefer http://www.bit.ly/markinindia

About the Author:

Suresh Babu is the Founder and CEO of Web Marketing Academy (WMA), Bangalore which offers certification courses in digital marketing. The institute trains students, professionals & corporate personnel.

Find more guides on the WMA blog.
Email: suresh@webmarketingacademy.in
Linkedin: linkedin.com/in/sureshbabutr

Content Filter: How to Consume Content That Matters

Content Filter

Written by Suresh Babu

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