Nearly every marketer in every industry has heard the cry “Content is King“. Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom.

The problem is, conventional wisdom is average. Following conventional marketing wisdom will not differentiate you.

Why is content king today:

• Being customer-centric required moving away from creative executions as the primary way to deliver a message. Focusing on the customer requires providing something that meets their need, and content perfectly fits the bill.
• Content marketing was not the norm. Companies embracing content marketing were able to provide unique value to clients and prospects.

Today, the situation has changed. [Read more…]