Value is NOT in the content. It's in the audience! - Joe Pulizzi

You can get whatever information you need. And in order to break through all the clutter today, we've got to create really amazing valuable information, which is not easy to do. Most businesses that do content marketing at all or say that they do don't have any kind of defined strategy, which is scary. When you think about all the content that's being created out there, there's no real defined discipline behind a strategy to do that. So the first thing we want to ask is why? Why are we going to do this in the first place? Are we trying to drive sales? Are we trying to save costs? Are we trying to create more loyal customers? Whatever that is. And then we're trying to figure out who's the specific audience we're trying to target. Value is not in the content. If we look at this as an asset, the value is not in the content, it's in the audience. The audience is what's valuable to us because once we get the permission to communicate with that audience, then we can see positive behavior. People love to watch video. Obviously we're seeing the boom in video with Snapchat and Facebook. That's fantastic. My problem with that is that most of the brands that are doing it, they're doing short-term campaigns, which I think is a waste of time. If you're going to do something, let's commit to it, let's put our resources to it, and let's create something valuable over time.