“We never call anything that’s good ‘content.’ Nobody walks out of a movie they loved and says, ‘Wow! What great content!’ Nobody listens to ‘content’ on their way to work in the morning. Do you think anybody ever called Ernest Hemingway a ‘content creator’? If they did, I bet he would punch ‘em in the nose.” – Greg Satell
Greg Satell recently published an article in the Harvard Business Review called, “Content Is Crap, and Other Rules for Marketers,” in which he makes the argument that marketers have, for the most part, not yet figured out how to create content that truly engages with customers.
First he looks at the opportunities that the Internet provides marketers. TV offers amazing reach, but low engagement. Trade shows offer low reach but great engagement. Digital technology and social media have the potential to offer both high engagement and great reach…
