James Sturdivant

Ideas for content marketers are flying fast and furious today at the Metropolitan Pavillion in New York. The occasion is Content Marketing World NYC, but the themes are competence and context——understanding who you are addressing with marketing content, and best practices for delivering it.

Focusing on marketing channels, Robert Rose of Big Blue Moose prepped the attendees with advice on making content decisions based on the right audience. "The social web is a waste if you don't apply right context to channels," he said, noting the need for a channel plan incorporating situational analysis, audience research and an editorial plan.

I'm a little dubious of the term "information scarcity," as if there was ever a time when people did not have loads of news and gossip coming their way. Back in the stagecoach era, when we all lived in close-knit, walkable communities (no need for terms like "new urbanist" back then), news and views flowed over fences and across tables, out of taverns and churches and docks.

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