I want to kill off the myth that all it takes is a great writer to create killer strategic content for businesses. The truth is, you could hire the world’s best writer from any era and they would probably fail in our line of work.
Hey, a guy can dream, can’t he?
Take a lesson from Abbott & Costello: When you’re creating thought leadership content, it does matter who’s on first, second, and third.
I’m sure I’m about to upset all sorts of smart, hard-working, well-meaning marketing folks, but I’m going to say it. Marketers must do a much better job of vetting the strategic content that their organizations put out.
A week or so ago, I reposted a pointed critique of the term “thought leadership.” Then I realized I’d become part of the howling mob.
When — and how — to tell a client that their “content baby” needs a makeover.