2. Why Is Content Important Now?

“Content is the bait. It’s what captures eyeballs, ears, attention, and engagement.”

Content is king.

Anyone who’s ever worked in publishing or broadcast media has heard this familiar mantra ad infinitum. In media, content is the bait. It’s what captures eyeballs, ears, attention, and engagement. It’s part of a time-honored contract with consumers: We’ll give you content, you give us attention—but you’ll have to agree to get ads or commercials as part of the bargain. The traditional media model is interruptive marketing.

That model still holds true, of course, and will continue to do so. But these days, traditional media is on a continual decline. Newspapers, television, radio, and magazines, although hardly on ...

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