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Online Marketing and the Changing Value of Content

According to The Wall Street Journal, Yahoo!’s problems stem from the declining value of content:

“People tell me that content is king, but that is not true at all,” says Rishad Tobaccowala, chief strategy and innovation officer at Vivaki, the digital-media unit of Publicis Groupe SA. “Most people make money pointing to content, not creating, curating or collecting content.”

Which begs the question: If content has no value, then why are we creating it? ¬†Why are so many online marketers rushing to create blogs, forums, videos, tweets, etc. — in other words, content?

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