The context of content

Jim Murray, a man whose prose I enjoy in spite of his location in Canadia (that's not a typo; if Jim's Canadian, he must be from Canadia), re-published a post about how he promotes himself and what he does. In that article, he takes a gentle swipe at content marketing. I think he should have taken more of a smack.

His post dates to 2014. While that may be pleistocene to current "content" marketers, his pitch would have been valid generations ago - back when content was referred to as collateral, product literature, and sales aids.

Then and now
Thirty years ago, I worked with SMBs to refine their use of printed, audio, and video material to a) generate leads, b) overcome objections raised by prospects, and c) meet the specific expectations of a prospects' various influencers (the people who are asked for advice and analysis but aren't a product's end users). One difference, of course, was that, back then, the vendor was in charge of who got what. Another was that the information wasn't fluff.

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