Press releases, earned-media coverage, articles, blogs, collateral, data sheets, video, webinars, podcasts, short- and long-form ads and infographics (before they were called infographics)—it’s all content. Only packaging and distribution has changed.
Yet, agencies and clients echo the rallying cry: “More content! We need more
Entire agencies have formed to supply content and distribute it. Content farms like iWriter crank out content faster than leftover client-meeting food disappears from the lunchroom. There is a mad rush to win the content race.
Creating content with a purpose
I argue that in many cases we don’t need more content. Instead, we must have better content with a strategic perspective.
So much is done reactively—a knee-jerk response to internal or external pressures—and a lot of content lacks a strategy that supports business goals. Content that’s a source of measurement? Sure. Content that Incites action in target audiences? Debatable.