A CMO recently asked if he could push back on a word I used in a webinar – a word that marketers tend to throw around a lot.
I replied, “Sure, push away.”
The word was strategy.
I had talked a lot in the webinar about how the content itself provides no sustainable competitive advantage. However, a content strategy might.
The CMO asked: “What is a content strategy, and how does it provide a competitive advantage if the content itself does not?
“Isn’t the strategy supposed to define the content?”
OK, yeah, time to go get a cocktail.Continue Reading