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on a warm summer’s eve, Ulysses F. Marketing was wed to Lady Catherine Content in a small wooded clearing. The ceremony was beautiful yet small, attended only by the happy couple, a local priest, and a handful of friendly woodland creatures who had gathered, likely in anticipation of the crab puffs at the reception.
Now, the reason for the ceremony’s secluded location and lack of guests (and the disappointingly small platter of crab puffs) was Lord Augustus Marketing, the father of Ulysses and tyrant ruler of the land.
Lord Marketing had barred his son from seeing Lady Catherine, taking such extreme measures as barging into their chambers unannounced or leaping out from behind a bush to block the couple’s carriage from reaching their actual, desired destination — typically for about 30 to 90 seconds at a time. (Lord Marketing loved these interruptive, aggressive tactics.)
And so, on that fateful day in 1692, Ulysses and Catherine wed in secret and set out to build their new family. Being a surprisingly progressive couple for their time, they were down with the maiden name stuff, and thus Catherine became Lady Catherine Content Marketing.
But all too soon, word spread to Lord Marketing. (Or maybe he’d cookied them awhile ago and was just tracking their movement across the kingdom without them knowing. It’s a hot debate among historians or whatever. The point is, them kids got got.)
So the evil tyrant, in a blind fit, accidentally shared a dirty meme while logged in as the kingdom’s Twitter handle, and also banished Lady Catherine from the land forever. And although there are no documented records, according to legend, the last thing Lady Catherine Content Marketing heard as she fled the kingdom in tears were these immortal words, bellowed by Lord Marketing:
“The Marketing kingdom shall never again utter a single word about Content!”
And they never did.
Look, that may all sound ridiculous (despite its obvious historical accuracy), but what else can explain why the marketing world is so bizarrely mum about the Content part of Content Marketing?
Everywhere you turn, you can practically trip over a pile of resources and case studies and stories about the marketing of content, but when it comes to actually creating the stuff? Good luck.
It’s like everyone just whispers, “The secret is to create great content,” before shouting across the land about all kinds of tips and tricks and shortcuts and hacks and tech and tactics to do everything else.
You guys: What the actual heck?!
So as of today, no more. As of today, those of us who love Content end our silence and proudly reveal that one burning secret we all share:
“The only reason I do this job is because I love to create content!”
Welcome to Unthinkable, the show for craft-driven content creators.
If you find meaning in the creative part, welcome! This is for you. If you agonize over your craft (and consider it a craft in the first place), welcome! And if you’re a content creator who’s bothered by suck, welcome to your show!
Behind-the-scenes of the making: Snapchat.com/add/jayacunzo
Today on Episode 1: Quality vs. Quantity
In our first-ever episode, we tackle that bizarre but rampant debate raging across the marketing industry: Quality or quantity?
Are these ideas opposites, really? Why? And when someone asks this question, what are they actually saying anyway?
Also in this episode:
- I introduce the show and what to expect from Unthinkable. It’s a big moment, people! (Well, at least for me. And also for parents with the last name Acunzo…)
- We go outside the marketing echo-chamber in a weird, hilarious, but eye-opening moment. We’ll travel to perhaps the highest concentration of smart people on the planet and ask for their take on “quality versus quantity.”
- We talk to a content creator who’d make most marketers blush. He’ll also go deep into this tension between quality and quantity and what it means for the individual content creator.
- We end on a small but powerful challenge to ourselves. This five-minute step could forever alter our creative abilities and our careers.
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Thank you to Rightside Shirts for supporting Unthinkable. Rightside offers apparel designed by kids who submit their artwork, which then turns into all kinds of t-shirts, phone cases, and even watches. All profits help fund school art programs where it’s needed most.
Help empower kids, promote creativity, and support local art programs — go to rightsideshirts.org.