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Content Strategy by Smashing Magazine

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Content: A Blessing, A Bubble, A Burden

By Christopher Butler

Everyone is talking about content. Googling the phrase “content strategy” retrieves almost 50 million results — a clear indicator that interest in content is very much in the zeitgeist. By the time you read this, I expect that number will have grown even higher.

But I also suspect that the substance of the talk would be quite different if content were truly respected. I believe this because the way we talk about content is beginning to sound a lot like the way we talk about money.

The Content Bubble

The trouble with this is that we don't really get money, either. Few are foolish enough to say it aloud, but the actions of many betray a single fallacy that remains the pernicious root of recurring ...

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