Lately, everyone in advertising has become a “storyteller” specializing in “engaging content.”

This isn’t true, of course. But I understand why everyone’s making the claim: Digital is the only part of advertising that’s growing rapidly; social media is the red-hot center of digital; to make social work, you need conversation-starting (and sustaining) content.

So content creation now is the biggest challenge of 21st century marketing. It’s time-consuming and complicated. Most startling to ad people, it requires a creative and strategic mindset that is alien to life-long inhabitants of adland.

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