The problem with constructed content.

Let me start by making my point with a picture.

I know, I’m making the point bluntly.

But there is a huge difference between something that grows naturally and organically, and something that is constructed according to a plan, process or – heaven forbid – the outcome of a committee meeting.

It’s easy to see the difference with trees, but a little harder to see the different between natural content and constructed content.

Again, let’s take a blunt view.

When someone runs to their computer, their mind bursting with a story from their life they just have to share, and that person writes a passionate blog post and uploads it, that’s natural.

But when someone calls a meeting about, for example, corporate storytelling, and five people carefully craft a story that meets all the company’s messaging objectives, that’s constructed.

The history of commercial writing rests on a bedrock of constructed content. That has been how business has communicated.

The arrival of the web came as a real wakeup call for constructed content.

The growth in social media…well, that’s the last nail in the coffin.

Social media is all about natural content.

So when I’m invited to retweet or otherwise share an article about a “killer corporate storytelling process”, or something similar, it gives me pause.

The creators of that process are perfectly capable of distinguishing a real tree from a plastic tree. So what makes them think readers can’t tell the difference between a real story and a constructed story?

More to the point, why use a process at all? Why not have someone in the company just tell a story?

I know, there are a hundred reasons why companies don’t like to give employees the freedom to just write what comes naturally.

But if you want your company to thrive in a social media environment – and that is what the web is fast becoming – then you need to put aside the old controls and constructs you are so used to.

Natural content travels further and faster through social media.

And natural content makes your company feel human and accessible.

For now, you probably still have a choice between publishing natural content and constructed content.

Within a few years, you won’t.

Best to start making the transition now.

[NOTE: If you enjoyed this article, you’ll doubtless enjoy the daily content ideas I publish for Web Content Café members. Learn more about membership here...]