Gilkey’s assertion is that – to some degree – content marketers are teachers and as such we should approach our work from that perspective, answering three questions:
- Where are you taking your students?
- What’s the first thing they need to learn (and then the next and the next)?
- When are you going to create the content?
It’s great advice in itself but the “teacher” perspective also talks to a deeper need for integrity: the heart of content marketing is sharing something that is valuable – not selling the corporate line with dubious research and canned quotes.