Interview with Gini Dietrich at Spin Sucks

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Gini Dietrich, head poobah for Arment Dietrich and the very popular Spin Sucks blog, was kind enough to interview me recently in her Spin Sucks Inquisition series. Here’s an excerpt:

Gini: What Industry Advice or Practice Would You Most Like to Cry Foul On?

Scott: I’m tired of hearing about “content.” I truly, truly am. And I say that as the head of a PR agency that has distinguished itself through our focus on content marketing. The term “content” itself is a very commoditizing way to describe the result of what should be a highly strategic, creative process. The term “content” suggests our job is to make widgets when we should be making, if not art, at least something closer to art than widgets. The whole reason Idea Grove entered the content marketing space is to leverage the creative thinking that drives our PR programs to help our clients in other ways.

Full interview here. Thanks Gini!

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