Everyone is talking about content. Googling the phrase “content strategy” retrieves almost 50 million results — a clear indicator that interest in content is very much in the zeitgeist. By the time you read this, Christopher Butler expects that number will have grown even higher.
But Christopher Butler also suspects that the substance of the talk would be quite different if content were truly respected. He believes this because the way we talk about content is beginning to sound a lot like the way we talk about money.