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The Slow Decay of Substantive Content

William Henry wrote In Defense of Elitism in 1994. Though the title may come across as pompous the book is actually a rallying cry for curiosity, exploration, and discovery for all. Henry was the Pulitzer Prize-winning culture critic for Time magazine. The book was slammed by critics as a very thinly veiled stab at egalitarianism. In fact, it was an attack on the dumbing down of society. More specifically, it identified the strange path America was on and goes a long way to explaining where it finds itself today.

One passage points out, “Today, even critical books about ideas are expected to be prescriptive, to conclude with simple, step-by-step solutions to whatever crisis they discuss. Reading itself is becoming a way out of thinking.”

Henry was accurate but may have miscalculated how quickly and, to what extent, this has taken hold in society. One only has to see the headlines in once-respected newspapers and magazines or take in the astonishing range of poorly written blogs or view scrolling tweets of perpetuating nonsense to conclude that we are losing the ability to search for, develop, and discover knowledge. This morning I was greeted with the following headlines from various sources “7 Things You Need to Know About …”, “13 Do’s and Don’ts of …”, “The 9 Most Common …”, “Top 10 Tips for …”, “5 Ways to …”.

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Where is the Content in Content Marketing?

The marketing world has finally discovered that honest and valuable content makes a difference in interacting with consumers. Not surprisingly, marketers had to name and define this activity. We called it “Content Marketing”. Definitions abound but it is meant to encompass all marketing formats involving the creation or sharing of content for the purpose of engaging current and potential consumers.

It begs the question…is there such a thing as non-content marketing?

Beyond my jadedness, content marketing’s intent is to provide high-quality, relevant and valuable information to prospects and customers to drive brand awareness, consideration, and purchase. Content Marketing can take many forms such as custom magazines, print or online newsletters, digital content, websites or microsites, white papers, webcasts and webinars, podcasts, roadshows, roundtables, interactive online, e-mail, and events. Read more

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