Brian, why are you so down on content these days?
I’m not actually down on content – I owe my entire career to content. What I have a problem with is this mindless acceptance of the idea that you have to create tons of content to succeed.
In other words, content works when it’s based on a viable strategy. And like hope, “just create great content” is not a strategy.
Back when I started Copyblogger, there was a very specific strategy behind the mass amounts of content I and others created. And that strategy was tied to an inflection point – or a point of big change – called Web 2.0.
That time is over.
So why is everyone following an outdated playbook? And more curiously, why are people teaching this outdated playbook?
Is it an actual conspiracy? Well, not in the way you’re thinking.
Tune in below for the whole story.
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