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Let’s Ban Content Marketing

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Do you fully understand what ‘Content Marketing’ actually means to your business?

In this Vlog, Grant explains that content is THE currency of media today and why it is so important.

If I ruled the world, I would ban the phrase ‘Content Marketing’.

The problem with the phrase is it makes it sound like content is a virtue.

Oh! you’ve got to have a blog.

Oh! you’ve got to have videos.

Or what, you’re not posting on Twitter or posting on Facebook?

The point is content is not a virtue somehow in its own right, it is an outcome. And it is an outcome of owning media channels.

Think about the BBC. What is it? Is just a set of cables with a license to broadcast. What makes the BBC compelling is the content that it puts on that channel.

So what’s your website? Is it just dead space on the internet?

Or your YouTube channel? Is it just dead space on the biggest video network in the world?

Or your Facebook page? Again, dead space on the biggest social network in the world.

What makes those platforms compelling is the content you put on them. Content is the currency of media and that’s why you need to create material that gives value to your customers, and not because it’s a virtue, somehow, in its own right.

There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English

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