The Lie of Content Marketing

by · February 14, 20146 comments

At the heart of content marketing—at least most of it—is an insidious lie, and one most of us aren’t even aware of. Why? Because we’re lying to ourselves. We give lip service to abandoning the “old ways” of firing messages at customers. We cloak ourselves in metaphors of gentle fishermen patiently waiting for customers to bite, or of farmers gently planting seeds. But guess what? We still think we—brands—are in control.

But we’re not. And we never have been.

Read on…


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About Tamsen Webster

Tamsen Webster

Tamsen Webster specializes in figuring out how to tell the right story to the right people at the right time. As the VP, Strategy at SME Digital, the agency behind Social Media Explorer, she draws from a wide variety of tools and experiences in change management, communications, and marketing to help brands drive business results. Tamsen began her career as a change management consultant, and spent 15 years managing marcomm efforts for nonprofit and higher educational institutions before becoming a brand strategist in agencies. She's also the mother of two boys who regularly challenge what she thinks she knows about communication, a retired Weight Watchers leader, and a midlife marathoner.

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • Whitney Woo

    Honestly, I’m just surprised at how fast I went through 80 clicks.

  • Marisa Cuellar

    I completely agree that we need to make the customer the better person and we need to help them grow. Many times I believe that company’s try to sell themselves to much, and in the process forget about the customer, which is why that company is there in the first place. We need to make social media marketing about the customer and helping them grow which will in turn help the company grow larger.

  • Muhammad Usman

    Love it. So true. The good thing is that we all knew it and the worst thing is that we are not accepting it.

  • Digital Insights

    Totally agree, we are not in control of our customers. it is the other way round!

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  • Manoj Kusshwaha

    i am agree with you and thanks for sharing