This week brought a thought-provoking article — The Content Marketing Myths We’ve Left Behind: Do You Still Believe? — in which industry leaders challenge some long-held beliefs about content marketing.
I especially like the contribution from Scott Abel, who many of you know as the Content Wrangler. Here it is, in its entirety:
Dethrone the king and put him to work
Content isn’t “king.” It’s a product. And, it’s about time we started managing it the same way we do physical products we manufacture and sell.
Amen. Content isn’t, and never was, an end in itself. If you thought it was, you were setting yourself up for failure. Content is, as Scott says, a product.
So who, or what, is king? It’s our customer, our reader — the person who consumes our content. We craft our content so that we can inform, persuade, reassure, or entertain our customer. So that our customer, at the end of the transaction, feels like they’ve received something of value.
The king (content) is dead. Long live the king (our customer).