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.
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.
The Scouts have had it right all along. That whole “Be Prepared” thing? It applies just as much to thought leadership.
When — and how — to tell a client that their “content baby” needs a makeover.
The snarky rejoinder: “You mean, at Trump University???” OK, now we’ve gotten the cheap laugh out of the way, let’s see what we’ve got.