Categories: Articles

Content Is Everything

There’s no doubt that, in this day and age, everything is content. Whatever we produce – from Blog postings to pictures and videos to audio – everything we do, say, photograph and shoot is now published, posted, shared, commented on and forever public.

Everything is content.

With that, and seeing how Marketers continue to struggle with how to use Social Media, Web 2.0 and online social networks to do their marketing bidding, it’s becoming painfully obvious that content is king. Look at what really works in the online channels: Google AdWords, Twitter, Corporate Blogs, simple sms text mobile applications, and even email has its place.

We’re not talking rich media, HD video and CD quality audio. We’re talking about text – plain, pure and simple.

But, it’s not so simple. Once you start these conversations, you have to keep them going. You have to be clever. You have to be engaging. Not too many brands have, what I call, the "intestinal fortitude" to deliver on that very real conversation. Brands tend to be great at busting out of the gates – engaging sites and some content to pique the interests of the consumers, but creating content is a marathon and not a sprint. It’s the ripples that the conversations start, and not the splash-effect of a campaign.

I’ve Blogged about this before.

There’s no doubt that I have a passion for creating and being a part of great content and conversation. The truth is, great content is hard to create and even harder to sustain. Just ask any best-selling author, award-winning Journalist or Blogger.

The bottom line still remains:

Content is everything.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.