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

      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...

B2B Marketing Zone