Gagging for it: why content marketing is a fantasy
I have been a little off-the-pace in January, which is why I missed a couple of pieces on content marketing which gained a lot of attention. Fortunately, I was having a coffee last week with Stan Magniant, the Head of Digital and Social, EMEA for the MSL Group and he brought me up-to-date. The first is Content Shock produced by @markwschaefer and the second is the Slideshare presentation Crap. The Content Deluge by Doug Kessler at Velocity Partners. Both are sceptical of content marketing and both are totally wrong in my opinion.
In brief Content Shock is wrong because it is applying an old-fashioned channel, content, consumption thinking in a space where such thinking is redundant and The Content Deluge proposes that the answer is simply to make better content, without recognising that the game is no longer about content, it is about real-time information.
But I thought, rather than just do another blog post, why not build on the spirit of The Content Deluge and ‘Do a Slideshare Number’ – so here it is. Warning: the start of the presentation is deliberately designed to be uncomfortable, but hopefully not inappropriate. Feel free to comment if you feel that it is.