With deference to Roshi Kapleau’s classic, The Three Pillars of Zen, it occurs to me that many of the recent discussions about content keep coming back to three essential ‘pillars’. While the ideas are easy, implementing them are not. Let’s talk about what the pillars are, and how to build them to support more effective content marketing.
Finding my old Palm Pilot in a kitchen drawer led me to ponder how brands can fade away. Is BlackBerry, the formerly ubiquitous mobile business tool (and iconic case study for naming–thank you, Lexicon!), finally a victim of its own early popularity? It’s hard to say the word now without thinking of pleated khakis, PDAs (remember the Handspring Visor?) and other business accoutrements of the early 2000s. So will BlackBerry be the last great brand of this era?
The surprise announcement that the Graham family is giving up control of the Washington Post to Jeff Bezos seems to signal another tolling of the bell in the death knell of journalistic content: lack of readers and relevance in the commercially all-important 20-30 demographic segment. But in fact, it is a sign that content is healthier than ever: it’s the financial model behind newspapers that is in need of tinkering.