{"id":179944,"date":"2024-09-17T09:27:26","date_gmt":"2024-09-17T14:27:26","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=179944"},"modified":"2024-09-17T09:27:29","modified_gmt":"2024-09-17T14:27:29","slug":"gonzo-content","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/gonzo-content\/","title":{"rendered":"Gonzo Content: What Marketers Need to Learn From Hunter S. Thompson"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1132\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/1-gonzo-content-marketing.png\" alt=\"&quot;So now, less than five years later, you can go up on a steep hill in Las Vegas and look West, and with the right kind of eyes you can almost see the high-water mark\u2014that place where the wave finally broke and rolled back.&quot;\n\u2014Hunter S. Thompson, Fear and Loathing in Las Vegas\" class=\"wp-image-179962\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/1-gonzo-content-marketing.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/1-gonzo-content-marketing-601x425.png 601w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/1-gonzo-content-marketing-768x543.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/1-gonzo-content-marketing-1536x1087.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<div class=\"intro-txt\">We\u2019ve passed the high-water mark of content marketing\u2014at least, content marketing in its current form.<\/div>\n\n\n\n<p>After thirteen years in content marketing, I think it\u2019s fair to say that most of the content on company blogs was created by people with zero firsthand experience of their subject matter. We have built a profession of armchair commentators, a class of marketers who exist almost entirely in a world of theory and abstraction.<\/p>\n\n\n\n<p>I count myself among their number. I have hundreds of bylines about subfloor moisture management, information security, SaaS pricing models, agency resource management. I am an expert in none of these topics.<\/p>\n\n\n\n<p>This has been the happy reality of content marketing for over a decade, a natural consequence of the incentives created by early Google Search. Historically, being a great content marketer required precisely no subject matter expertise. It was enough to read widely and write quickly.<\/p>\n\n\n\n<p>Mountains of organic traffic have been built on the backs of armchair commentators like myself. Time spent doing deep, detailed research was, generally speaking, wasted, because 80% of the returns came from <a href=\"https:\/\/ahrefs.com\/blog\/how-to-stand-out-from-ai-content\/\">simply shuffling other people\u2019s ideas around<\/a> and slapping a few keyword-targeted H2s in the right places.<\/p>\n\n\n\n<p>But this doesn\u2019t work&nbsp;today.<\/p>\n\n\n\n<p>For all of its flaws, generative AI is an excellent<em>, <\/em>truly world-class armchair commentator. If the job-to-be-done is reading a dozen articles and how-to\u2019s and turning them into something semi-original and fairly coherent, AI really is the best tool for the job. Humans cannot <a href=\"https:\/\/www.animalz.co\/blog\/copycat-content\/\">out-copycat<\/a> generative AI.<\/p>\n\n\n\n<p>Put another way, the role of the content marketer as a curator has been rendered obsolete. So where do we go from&nbsp;here?<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"736\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/2-gonzo-content-marketing.png\" alt=\"\u201cThe only way to write honestly about the scene is to be part of it.\u201d\n\u2014Hunter S. Thompson, Hell\u2019s Angels\" class=\"wp-image-179964\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/2-gonzo-content-marketing.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/2-gonzo-content-marketing-680x313.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/2-gonzo-content-marketing-768x353.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/2-gonzo-content-marketing-1536x707.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>Hunter S. Thompson popularised the idea of <a href=\"https:\/\/en.wikipedia.org\/wiki\/Gonzo_journalism\">gonzo journalism<\/a>, \u201ca style of journalism that is written without claims of objectivity, often including the reporter as part of the story using a first-person narrative.\u201d<\/p>\n\n\n\n<p>In other words, Hunter <em>was <\/em>the story.<\/p>\n\n\n\n<p>When asked to cover the rising phenomenon of the Hell\u2019s Angels, he <em>became <\/em>a Hell\u2019s Angel. During his coverage of the \u201872 presidential campaign, he openly supported his preferred candidate, George McGovern, and actively disparaged Richard Nixon. His chronicle of the Kentucky Derby focused almost entirely on his own debauchery and chaos-making\u2014a story that has outlasted any factual account of the race itself.<\/p>\n\n\n\n<p>In the same vein, content marketers today need to <em>become <\/em>their stories.<\/p>\n\n\n\n<p>It\u2019s a content marketing truism that it\u2019s unreasonable to expect writers to become experts. There\u2019s a superficial level of truth to that claim\u2014no content marketer can acquire a decade\u2019s worth of experience in a few days or weeks\u2014but there are great benefits awaiting any company willing to challenge that truism very, very seriously.<\/p>\n\n\n\n<p>As Thompson proved, short, intense periods of firsthand experience can yield incredible insights and stories. So what would happen if you radically reduced your content output and dedicated<em> half<\/em> of your content team\u2019s time to research and experimentation? If their job was <a href=\"https:\/\/ryanholiday.net\/so-you-want-to-be-a-writer-thats-mistake-1\/\"><em>doing things worth writing about<\/em><\/a><em>, <\/em>instead of just <em>writing<\/em>? If skin-in-the-game, no matter how small, was a prerequisite of the&nbsp;role?<\/p>\n\n\n\n<p>We\u2019re already seeing this&nbsp;shift.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1132\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/3-gonzo-content-marketing.png\" alt=\"\u201cThe closest analogy to the ideal would be a film director\/producer who writes his own scripts, does his own camera work and somehow manages to film himself in action, as the protagonist or at least a main character.\u201d\n\u2014Hunter S. Thompson, The Great Shark Hunt\" class=\"wp-image-179965\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/3-gonzo-content-marketing.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/3-gonzo-content-marketing-601x425.png 601w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/3-gonzo-content-marketing-768x543.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/3-gonzo-content-marketing-1536x1087.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>Every week, I see more companies hiring marketers who are true, bonafide subject matter experts (I include the Ahrefs content team here\u2014for the majority of our team, \u201cwriting\u201d is a skill secondary to a decade of hands-on search and marketing experience). They are expensive, hard to find, and in the era of AI, worth every&nbsp;cent.<\/p>\n\n\n\n<p>I see a growing expectation that marketers will document their experiences and experiments on social media, creating meta-content that often outperforms the \u201creal\u201d content. I see more companies willing to share <em>subjective<\/em> experiences and stories, and avoid competing solely on the sharing of objective, factual information. I see companies spending money to promote the personal brands of in-house creators, actively encouraging parasocial relationships as their corporate brand accounts lay dormant.<\/p>\n\n\n\n<p>These are ideas that made no sense in the old model of content marketing, but they make much more sense today. This level of effort is fast becoming the only way to gain any kind of moat, creating material that <a href=\"https:\/\/ahrefs.com\/blog\/how-to-stand-out-from-ai-content\/\">doesn\u2019t already exist<\/a> on a dozen other company blogs.<\/p>\n\n\n\n<p>In the era of <a href=\"https:\/\/ahrefs.com\/blog\/education-isnt-enough\/\">information abundance<\/a>, our need for information is relatively easy to sate; but we have a near-limitless hunger for entertainment, and personal interaction, and weird, pattern-interrupting experiences.<\/p>\n\n\n\n<p>Gonzo content marketing can deliver.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"856\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/4-gonzo-content-marketing.png\" alt=\"\u201cBut what was the story? Nobody had bothered to say. So we would have to drum it up on our own.\u201d\n\u2014Hunter S. Thompson, Fear and Loathing in Las Vegas\" class=\"wp-image-179966\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/4-gonzo-content-marketing.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/4-gonzo-content-marketing-680x364.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/4-gonzo-content-marketing-768x411.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/4-gonzo-content-marketing-1536x822.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>After thirteen years in content marketing, I think it\u2019s fair to say that most of the content on company blogs was created by people with zero firsthand experience of their subject matter. We have built a profession of armchair commentators,<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":194,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[462],"coauthors":[457],"class_list":["post-179944","post","type-post","status-publish","format-standard","hentry","category-content-marketing","tag-blog","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gonzo Content: What Marketers Need to Learn From Hunter S. Thompson<\/title>\n<meta name=\"description\" content=\"We\u2019ve passed the high-water mark of content marketing. So where do we go from here?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/gonzo-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gonzo Content: What Marketers Need to Learn From Hunter S. Thompson\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve passed the high-water mark of content marketing. So where do we go from here?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/gonzo-content\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-17T14:27:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-17T14:27:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/09\/1-gonzo-content-marketing.png\" \/>\n<meta name=\"author\" content=\"Ryan Law\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@thinking_slow\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ahrefs.com\/blog\/gonzo-content\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/gonzo-content\/\"},\"author\":{\"name\":\"Ryan Law\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e63cf0d276886d0391667a066edafeda\"},\"headline\":\"Gonzo Content: What Marketers Need to Learn From Hunter S. 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