One perspective on the value of content


“Content is a sh#tty business.” That’s what author Jeff Jarvis told the CEOs of America’s largest and best public relations firms last week at a the Content Frenzy! Conference in New York.

(Paraphrasing Jeff’s comments) He said PR folks don’t want to get into content. Just look at what’s happened to print journalism. The PR business should be about relationships. He kept coming back to that essential point during the course of the panel he participated in called, “Content Frenzy: Holy Grail … or Spam-a-Lot?”

Taking a page from his book “What Would Google Do?,” Jeff said PR firms would be better off doing things that obtained insight about clients. Does this mean no content –no blogs, thought leadership articles, infographics or tweets? No, but they must become a part of a mechanism and process to gain those crucial insights.

He took a bolder step, asking if it was better to set up a kind of marketplace where clients and prospects – and their clients and prospects — could send in questions and problems in search of the right kind of expertise. Or alternatively, PR firms and their clients could prospect for problems and challenges and offer ideas and analysis proactively to generate an exchange.

This is a departure from the typical way of looking at content strategy, as a way to use corporate journalism to tell the client’s story. Pragmatically it can mean designing content and channels within it that pull relationships together.

As we’ve discussed in past blogs, Greentarget is continually experimenting with and designing better ways to develop communications opportunities for our clients aimed at developing relationships for them. Jeff Jarvis’ thoughts certainly offer grist for that mill.

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Greentarget | Attorney Advertising

Written by:


Greentarget on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:

Sign up to create your digest using LinkedIn*

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.

Already signed up? Log in here

*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.