The Lie of Content Marketing

The surprising truth behind whom your content is really for

by Tamsen Webster |
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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…


About the Author

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.