Instead of creating content, we should be creating opportunities for content creation: instagrammable moments, inspiring experiences
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And instead of broadcasting, we should create opportunities for conversation.
Audiences are in control of their own digital story. Businesses are no longer in the driving seat but instead must adopt the role of navigator, cleverly guiding the user’s journey, but ultimately remaining vulnerable to the whimsy of the consumer.
The expression ‘content is king’ has become something of an industry cliche and, like all good cliches, it’s true as a blue sky is blue…
