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Marketing Content is Stupid

I really enjoyed Joe Pulizzi’s keynote at the Intelligent Content Conference last year. It is called “Unlocking Your Content’s Potential,” and you can see it on Slideshare here. There were two consecutive slides, in particular, that sparked my interest. The first is a list of marketing automation tools:The second is a list of intelligent content characteristics:Seeing these slides listed consecutively got me thinking. Imagine how much more streamlined and efficient marketing automation could be

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Val Swisher wrote this great article about content reuse–or lack thereof–in content marketing. To be honest, she makes excellent points here as to why isn’t not happening, and I agree. I think a big part of it is actually more to do with the fact that many corporations are just not mentally there or at that kind of thinking yet. I think they are still adapting to the idea of getting their localization in order, and understanding how to use tools that create for mobile or responsive design. Heck, I think they are still trying to figure out how to write for mobile, still! 


Take a look at this…what do you think? Let me know in the comments. 


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Danielle M. Villegas is a technical communicator who currently employed at Cox Automotive, Inc., and freelances as her own technical communications consultancy, Dair Communications. She has worked at the International Refugee Committee, MetLife, Novo Nordisk, BASF North America, Merck, and Deloitte, with a background in content strategy, web content management, social media, project management, e-learning, and client services. Danielle is best known in the technical communications world for her blog,, which has continued to flourish since it was launched during her graduate studies at NJIT in 2012. She has presented webinars and seminars for Adobe, the Society for Technical Communication (STC), the IEEE ProComm, TCUK (ISTC) and at Drexel University’s eLearning Conference. She has written articles for the STC Intercom, STC Notebook, the Content Rules blog, and The Content Wrangler as well. She is very active in the STC, as a former chapter president for the STC-Philadelphia Metro Chapter, and is currently serving on three STC Board committees. You can learn more about Danielle on LinkedIn at, on Twitter @techcommgeekmom, or through her blog. All content is the owner's opinions, and does not reflect those of her employers past or present.

2 thoughts on “Marketing Content is Stupid

  1. I agree with you: Val’s article is great. There’s a lot of talk about reaching across silos, for example between Tech Comm and Marketing. But, as Val says, no real benefits will be gained until marketers abandon the idea that all content must be unique in terms of voice, terminology, etc.

    1. I know this is a message that I also hear from Scott Abel and the folks at Content Marketing Institute, and I think that the idea was just starting to permeate when I was taking my digital marketing class this past winter. After a while, it’s just HARD to be unique, especially with the advent of the internet when you have access to EVERYONE’s voice. Marketing has a certain tone to it, and to make yourself THAT different is an overwhelming task. Consistency, instead, is key, but we aren’t there yet with so many companies. They are still stuck on trying to be unique.

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