1. Why Content Creation Isn’t Everyone’s Job

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      I read with interest John Jantsch’s Duct Tape Marketing blog Why Content Creation Is Everyone’s Job. The post raises good ideas with, in my opinion, the wrong conclusion.  It’s a short post, I suggest you read it. I’d like to offer a different perspective and approach. This is a teachable moment. The lesson involves the difference between thinking like a marketer, and thinking like a publisher. It illustrates a new reality all organizations face, but is especially important for enterprise marketers. The new reality is: the traditional, project oriented, creative craftsman approach to content, cannot meet new, digital content and marketing requirements. The problem and premise is pretty well stated in the blog: “The need for content has moved beyond a traditional marketing department’s ability to create because the content an organization must produce today represents the voice of an organizations strategic point of view.” But the conclusion in...

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… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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