My friend Bob Knorpp has a good piece on AdAge this week:”Why Marketers Should Break Free of the Digital Content Trap” about the fallacy of content. He makes some good points about companies going through the motions of creating and promoting content on social channels with motivations of retweets, likes, shares and links over real engagement. I have to agree where he says, “content alone is a dead end for ongoing engagement”.
While many savvy online marketers don’t see content as a shortsighted substitute for social strategy or simply as a SEO tactic, but a proxy to creating customer experiences, there are even more who do. Content is a vehicle for discovery, engagement and sharing. Content is the mechanism for storytelling and if social and search optimization are also involved in a qualitative way to aid in discovery and sharing of those stories – then all the better.