A few pioneers—Chris Brogan was one—proclaimed at the time content marketing was a permutation of PR; that it was all about educating customers, connecting with them, and earning their trust.
But that was the view of outliers.
The herd chased fads and went in for cheap and tawdry tricks.
My gut told me the outliers were right and that the rest of the crazy world would catch on one day.
It took 3,650 days.
"In a world of zero marginal cost, being trusted is the single most urgent way to build a business," Seth Godin says. "You don’t get trusted if you’re constantly measuring and tweaking and manipulating so that someone will buy from you.
"The challenge that we have when we industrialize content is we are asking people who don’t care to work their way through a bunch of checklists to make a number go up, as opposed to being human beings connecting with other human beings."
A little, anyway.