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Trends, commentary, and insightful rants from the bleeding edge of advertising, content & branding.

Content Sucks

The Bard

The Bard

I’m going to write a few words, and I want you to note the first thing that pops into your head. Don’t worry, this isn’t a test, just an illustration. Here we go:

Story.

Opinion.

Argument.

Myth.

Comedy.

Tragedy.

Content.

Chances are, the first six words conjured an emotion, a picture, an idea in your head.

And chances are, the last one didn’t.

“Content” sucks. “Content” is a word that people use to hide behind when they don’t know what they want. It’s a safe, open word that people can fill with their own meanings, and keeps you from having to make a decision. Like “synergy” and “reengineering” and “benchmarking” before it, it has been rendered meaningless from overuse. It’s uninspiring. It’s a verbal placeholder until a better word comes along.

So don’t.

Don’t use the word “content.” Spend the extra three seconds to find the word that expresses what you really want to say. Do you want to entertain? To inform? To inspire? To shock? To amuse? To ramble?

The word “content” is too often used to describe what goes in after we establish the brand experience. But in reality, it is the brand experience. So that word we use to describe it makes all the difference in the world.

You don’t use “transportation” to describe a motorcycle.

You don’t use “emotion” to describe the act of falling in love.

You can do better than “content.” Try.

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One Response

  1. […] We bite the hands that feed us. We link to the sites that pique our interest and occasionally offer meta-commentary. We post opinions as fact. We have an alarmingly high opinion of ourselves. We lie to ourselves […]

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