marketing trends

It’s Time to Challenge Our Content Marketing Assumptions

  I originally wrote this post as an open letter to Content Marketing that began: “Congratulations on making it another year…” But that sounds somber and a scooch melodramatic, doesn’t it? Maybe. But the end of an old year and the start of a new always make me a little somber—and that’s been especially true this year. Maybe it’s because the recent past has felt more warped and wounded than many. Or maybe it’s more personal than that. Maybe it’s just because my beloved little dog Abby is showing early signs of senility. She just asked to go outside for the 8th or 9th time today and as I type this she is barking her head off at some goblin or shadow or (more likely) tree branch that threatens our happy home. Which is both sad and hilarious. Isn’t aging for us all? Abby knows that it’s probably a tree

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Content Marketing Grows Up: My 2016 Prediction

Content Marketing wakes up one morning in a place it doesn’t recognize, and tries to piece together what happened last night… and all the previous nights, too. (Because, if it’s being honest, last night wasn’t an occasional bender—it had become a lifestyle.) It takes a hard look at itself and wonders with a measure of regret: “How did I end up here?” Everyone said Content Marketing had such potential. Everyone said it was the hope for the future that would save marketing from itself. Everyone said Content was the very thing that would align storytellers, artists, writers, technologists, and analysts. Everyone said they’d all work together to create marketing that doesn’t feel like marketing. The Content Marketing champions toiling and sweating in marketing departments worldwide stuck out their necks for Content Marketing, too. They believed in it, and they convinced their bosses and clients to believe, too. Everyone said they’d

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