"Content" is the Worst Word the Marketing Industry Ever Invented
"Content" and "content marketing" have become all the rage, but Samuel Scott thinks those phrases mean nothing specific, precise, or useful. In this talk, the global keynote marketing speaker and Promotion Fix columnist for The Drum will look at the past and present of "content," show how it is nothing but what marcom has always done, and reveal how marketers should think strategically and tactically instead.
A former journalist and director of marketing communications in the high-tech industry, Samuel Scott is now both a sought-after speaker and an author of ‘The Promotion Fix’ column in The Drum. Be prepared – his talk on the lamentable overall performance of content marketing might just make you rethink your long-term strategy.