CHAPTER 7

CONTENT IS KING—BUT DISTRIBUTION IS QUEEN

The speed of communications is wondrous to behold. It is also true that speed can multiply the distribution of information that we know to be untrue.

—EDWARD R. MURROW, American broadcast journalist

IAN SCHAFER IS the founder and CEO of a unique agency called Deep Focus, located in New York City. I’ve known him for some time, and we regularly tweet each other. In 2011, between my stints at 360i and Ogilvy, I interviewed for a position at his agency. Ian penned a piece on Medium entitled “WTF Is Social Media Anyway?” that gets to the heart of why so many conventional marketers have lost their way in the social world: thinking only in terms of content production. Schafer wrote:

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