On Sunday morning my partner Julie was out in the garden tackling a problematic Eucalyptus tree so it gave me a good opportunity to write this blog post as I’d been putting it off all week. Well, the truth is that I’d started it on several occasions but I was having a severe case of writer’s block.
Anyway, before I sat down this morning to write, I thought I’d surf the net for some kind of inspiration. In fact, any kind of inspiration would do!
Eventually I stumbled across an old article in the Guardian Online from 2007 and it got me thinking….
It was entitled ‘Shit! Manzoni’s Work Really Doesn’t Do What It Says On The Tin’
Okay, so the title definitely piqued my interest, but it also epitomized the lunacy of the art world and more importantly the crazy stuff that people are actually willing to buy.
So I’d like to share it with you in brief….
In 1961 the artist reportedly filled 90 cans of ‘Merda D’artista‘ (Artist’s shit) as a means of exploring the relationship between art production and human production. This was just 2 years before his untimely death at the age of just 29.
While that may sound crazy in itself, in August 2016 at an art auction in Milan ‘Tin No. 83‘ as it was entitled, was sold to an anonymous bidder for a staggering €275,000. It had been valued according to it’s equivalent weight in gold.
Oh well, as the saying goes…’where there’s muck there’s brass’
While that may be bizarre enough and more than eludes to the fact that the art world has gone mad, there’s a twist to the story.
It turns out that memoirs written by Agostino Bonalumi (an associate of Manzoni) were recently discovered. In them, Bonalumi claimed that Manzoni’s cans didn’t contain excrement at all, but plaster of Paris.
Because the cans were made of steel, they couldn’t be x-rayed or scanned to define what was really inside. What’s more if opened, it would completely devalue the work.
To this day, we still don’t really know what’s in those cans as they have now become too priceless to open. In 1989 however a French Artist named Bernarde Bazile did open a can out of curiosity, only to find the contents contained a smaller can which for some strange reason he never opened.
So why am I telling you this… good point!
Quite simply, while the contents of the ‘Merda D’artista’ might not do what it says on the tin, nor might the dental blogging services you choose.
How for instance do you know that they can deliver consistency and quality, aside from the obvious, testimonials, samples etc…
Here are some pointers….
Dental blogging services – Do they blog?
If the answer’s are ‘yes‘ and ‘frequently‘ in that order then it’s a good indication that they can ‘walk the walk’.
Conversely, if the last post on their site was say July 2014 – then you have to consider whether they really are a good fit for your business and even better- give them a wide birth!
Do they actually understand dental concepts?
Again you’d think that it would be a prerequisite. After all they’re marketing themselves as dental blogging services right? Well, similarly to Manzoni’s cans, everything might not be as it seems…
In many cases companies offering blogging services act as a middleman since often the majority of the writing is outsourced to a third party. Either that, or the service is simply a sideline to their larger SEO agency.
Either way they are likely to use ‘writer’s for hire‘ who make their living banging out articles on a whole range of subjects. While I’m certainly not knocking generalist writers, it comes as no surprise that they’re not going to be experts on all industries/niches that they write in.
With this in mind, you then have to consider the type of articles that you might receive. People are inundated with informative content, so yours really needs to stand out from the crowd. This being the case, yet another article on‘the advantages of dental implants‘ probably isn’t going to cut it.
Instead, blogs that take a viewpoint, a stance, tell a story, or deliver up to date industry news are the only real way to go. Ultimately, and controversially, the only way to properly achieve this is if the writer has extensive experience writing in this niche, or has worked within the industry.
So there you have it… Don’t let choosing dental blogging services be your ‘Merda D’artista’ moment, because remember not everything is always as it seems. Run some checks, ask the right questions, and it is possible that you’ll end up with a quality dental blogging service who really know their S#”T!
If you need help getting your dental practice blog off the ground, then give me a shout and let’s talk about how I can help you