The content revolution is coming, and it’s full of crap
Ian Lurie Mar 11 2011
‘2011 is the Year of Content!!!!’
That’s what the addled woman who smelled slightly of sour beer belched into her cell phone yesterday. We were both waiting in line to get food at the airport.
She said it as if she’d just discovered the secret business success.
She saved me $10, though, because when I heard this amazing quote, I had a blinding flash of insight. Over a decade in business, and I’ve never taken my agency to the promised land (lots of money, or acquisition, or something). Now, I understand why:
I assume people already know stuff like ‘content is important’ and ‘writing is important’ and ‘if your product sucks aluminum bolts, no marketer can save you’.
Apparently, they don’t. So when someone proclaims that 2011 is the ‘Year of the content revolution’, they’re haled as the risen savior of business.
At that point, I lost my appetite and ate my own molars, instead.
OK, if you really don’t get it, here it is:
‘Content’ has been important since your great-great-great-great-great-great-great-great-great-great-great-great ancestor clubbed a close relative and explained themselves by saying ‘ook’. And content drives internet marketing. It always has. Saying it’s revolutionary is like taking a deep breath and declaring “OH MY GOD I’VE DISCOVERED AIR.”
So don’t encourage the goobers who try to tell us it’s a revolution, OK?
If you don’t understand the mind-crushing stupidity of it all, I’m sorry for you. But you might want my new e-book, ‘2011, The Year of Selling Stuff For More Than You Spent To Make It’. It’s coming out in 9 months, and it’s a guaranteed plan for business success!
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More