"Content" is crap

Adam Tinworth
Adam Tinworth

Greg Satell:

The reason is that content isn’t really king. Content is crap. Nobody walks out of a great movie and says, “Wow! What great content.” Nobody who produces meaningful artistic expression thinks of themselves as content producers either. So the first step to becoming a successful publisher is to start treating creative work with the respect it deserves.

The word “content” is a useful stand-in phrase for certain discussions. But never delude yourself into thinking you’re a “content” person. You have better skills than that – articulate them.

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.