This post is by CMO Larry Clayman.

14298711884_978817a703_mIt’s all about the content. You need a strong content provider. Where’s the content for that blog? Who has the content for the white paper? These are all phrases that are tossed around like a Caesar salad today but when we talk about content, what are we really talking about?

I’ll let you in on a little secret if you promise not to tell. When you hear the words “content provider” in this context, just think of “writer” because 99 times out of 100, that is what we are talking about.

I’m not sure what day or time we all agreed to couch what is simply good technical writing into the term “content provider.” But the people providing that content are typically people with English degrees or communication degrees and are very well versed in how to communicate an idea through writing.

When we see the credits for a movie, we pay homage to the screenwriter. When we read an article in a newspaper or magazine, we recognize the writer. So why is it in the world of online communications, the “content provider” has been reduced to some unnamed tech nerd sitting cross legged in a tiny cubicle cranking out one piece of great “content” after another. At many companies, these CPs are paid in relation to their nonsensical title rather than as an esteemed copywriter.

But think about it. Who writes the web copy? Who writes the monthly e-newsletter? Who writes the regularly scheduled blog? Who writes the white paper and pitches it to the key publications in the industry? That’s right. It’s your friendly “content provider.”

If we all agree that CONTENT IS KING, let’s at least provide some junior royal prefixes to their title.

Jane K. Smith

Princess of Content

Fred L. Jones

Prince of Content

Maybe sometime in the future, Jane and Fred can rise to Queen and King, respectively, but for now, Princess and Prince will have to do because, after all, they are just Content Providers.

Image Credit: https://www.flickr.com/photos/what-to-do-in-nottingham/14298711884 via Creative Commons