Marketing today really boils down to one question: “How can we be heard?” And that’s getting increasingly difficult. Being relevant, interesting, timely, entertaining, and superior isn’t enough anymore. The central issue with content, now and into the future, is “How do we become the signal instead of the noise?”
In many ways both large and small, the odds are stacked against us. There are a lot of hurdles we have to overcome. So if you don’t have built-in advantages (millions of dollars, a powerful website, or a PhD from Harvard), how can you build your own momentum?