Content Used to Be King. Now It’s the Joker. 

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Why I’ve decided to stop taking “content” gigs and other journalists should, too.


Anyone who’s been tempted to outsource their own thought leadership should read this.

You just can’t ghost write your way into being a thought leader.

Of course, one of the limitation of content marketing is time: good content takes time to create.

So where does it leave busy CEOs who don’t have time to write?

Well, since they all take the time to read, they’ve done the hard work for content curation already. By selecting the best pieces they see every day or every week and adding their visionary comment to it, they’ll start showing thought leadership much more efficiently. And perhaps more important: in a much more genuine way.

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About the Author

Guillaume Decugis
Co-Founder & CEO @Scoopit. Entrepreneur (Musiwave, Goojet). Engineer-turned-marketer. Skier. Rock singer.
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9 years ago

The original article is great, sadly showing just how few articles are actually informative and not just there for views.

9 years ago

show me something I haven’t seen or read by 11:00 am

9 years ago

thank you Guillaume Decugis.

Emily Beckett
Emily Beckett
9 years ago

This is all so sad 🙁 The word “content” itself is humiliative. Like it is something that fills empty space, not valuable by itself, but created to be a filler.

9 years ago
Reply to  Emily Beckett

Agree 100% with you. The first issue is that calling the creative work of a human being “content” demeans us all. Content reminds me of something that I would avoid if on a food label. Secondly, I would choose a different word than curate, which was in vogue in the 1850’s. Collections of art, or works in museums are curated , certainly not “content.” My point is, let’s agree to create things worthy of being considered art and therefore can be curated. I’m all for that.

9 years ago

So, then, who is writing the original, quality articles that are getting curated? Clearly those who curate aren’t doing the creation if they’re too busy to write. Sounds like a snake eating its own tail.

9 years ago

I use a journalistic approach with my executives who are too busy to write. We edit and transcribe their thoughts once they have articulated them. Sort of the way a producer works with a musician. Using video or phone calls we create content that is sometimes closer to the way the end-user would prefer to have it – video or mp3.

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