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Hi Valeria,

You are right. I was having a conversation about this topic earlier today. Companies in some markets are more willing to invest pennies for no return or little return as opposed to nickels for a sustained return.

For me, the solution has been to only work with those who know better and pass on the ones who don't.

Time will tell. It isn't much different from the ebb and flow of previous content creation. The various forms of writing (advertising, production, direct mail) all have their peaks and valleys in terms of how much it is valued.

I suspect over the course of the next two years more companies will come to understand it. The difference between fans and customers is probably found within the content.

Best,
Rich

Hi Valeria:

I think the reason that corporations/clients focus on the tools is that they are tangible and therefore (supposedly) manageable.

Content creation is an intimidating mystery to many. I think the key is to help folks understand that great content can be created - it just takes some "block and tackling."

Then the question becomes, are they willing to roll up their sleeves? Editorial calendars, audience metrics, etc. take time. And it feels so much easier to just use the itchy, easy "tweet" button on something that's just ok...

Hi Valeria,

You're right as far as the scope of this article is concerned but I would encourage you to think about writing linkbait (i.e. viral content for linkbuilding purposes). There is money there both in creation as well as marketing of the content.

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