Yes And No

As a content creator, I’ve always liked the maxim, “Content is King.” But I’m also a curator, so I’m not put off by Steve Rosenbaum’s claim that “Context is King.”
Either way, I’m still King.

Content isn’t King because it isn’t scarce. It’s everywhere, it’s overwhelming, and it’s gone from quality to noise.

Yes and no. Yes, we have more content than ever waiting to be discovered and processed inside our myriad communications devices. But it’s not all noise, there’s just more noise than before–a fact that makes it hard to find, “hear” and retain the good stuff.
To my mind, there’s a big opportunity in content creation and curation today, because people need a guide to help them find the things that matter to them. Maybe Google is that guide, but Google isn’t personal, nor exact. On the other hand, a human editor can sift through the garbage and pluck out a few worthy pieces to showcase. That’s essentially what I’ve been doing here for six plus years. I pluck, then mash, rendering something new in the process.
I don’t want to overstate the value of what we create here, but I am willing to challenge the idea that our product is a commodity that can be had at any old ad industry site.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.