Chapter 2 - Content Marketing is King by Francois Muscat

[Paul Terlemezian]

Another well written chapter that defines content clearly, consistently and concisely. It also defines well WSI's point of view related to content.

The following points that are made provided some insights into potential disruptions:

1. The importance of quality content may transform marketing into a publisher that distributes educational content. Perhaps marketing can learn from publishers (who appear to be struggling) and from educators (who traditionally have been eager to learn from marketers!)

2. Yes - the playing field is being leveled - but it also broadening - there is too much content -and as s consumer I fear that marketers are spending time and money to look like the most relevant content and that is forcing me to spend more time and money to be sure that what I am reading is unbiased. I fear that we are "at war" with each other. I do not think we want to create adversarial position with our prospects!

3. Chapter is written with a B2C mentality and direct sales and marketing. I wonder about B2B and channels - especially in a Digital World.

4. I wonder if the three step buying process of customers described on page 29 could be revisited based on what publishers and educators have experienced.

Within the training world we have focused on content retention replacement methods (simulation, performance support, task automation and change readiness.) We are also influenced by the "moments of need" - particularly understanding what we can do to be available when something has gone wrong or has changed. These could be guides to the disruption I am seeking.

I did not see anything in the chapter about a "user-generated King." Perhaps I read too quickly. Did you see something on User Generated Content (UGC?) Is it irrelevant?