Every marketing related article I read lately focuses on two core themes:
- Technology is king. Companies are investing heavily in technology.
- Content is king. Companies are investing heavily in content.
When the marketing organization looks like the IT organization, where is all that content going to come from?
It isn't coming from technologists.
Where are the writers? The storytellers? The anthropologists and ethnographers?
If you are not familiar with Domo's infographic documenting the volume of content published every day, you should be. As a marketer relying on technology and content it should terrify you.
Don't fall prey to the fad that tech trumps story. To get noticed in the vast galaxy of content you need writers. You need storytellers. You need a deep understanding of the people you serve.