WHATISCONTENT
INNOVATION
It’s important that we begin resetting our notions of content’s function in business.
For the businesses we’ve talked with, the challenge was never “How are we ever going to create enough content?” It was, rather, “How the hell are we going to manage the deluge of content we are creating?”
If businesses stopped to consider why they’re creating all that content in the first place, the deluge would certainly slow. That is a disruptive concept in the marketing world.
Speaking of disruption, the December, 2015 issue of Harvard Business Review includes an article co-written by one of our favorite business thinkers, Clayton Christensen.
His article, What Is Disruptive Innovation?, updates readers on the status of disruption theory (introduced two decades ago) even as it reminds us of what this theory explains – and doesn’t:
"Without change, there is no innovation, creativity or incentive for improvement."
- William Pollard
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By Robert Rose, Chief Strategy Advisor
Content Marketing Institute