Let’s gather round, fellow brand publishers, and join hands. It’s circle-of-trust time, and so we need to be honest with each other here:
When it comes down to it, we are in the business of selling stuff.
The purists among us (has content marketing been a thing long enough to separate purists from disruptors?) will argue that it is about story, narrative arc, integrity of journalistic principles… Yes, yes, and yes — quality certainly counts. But ultimately, it is about the business. We are employed to drive revenue.Continue Reading