People who create content for the web are its fuel. And there’s no doubt that content marketing is a powerful online business tool. But it is links that tend to be the ballast of today’s content marketing, not the words.
One of my first memes on the web was “Posters vs. Pasters.” For those spelling challenged it’s not Pastors, those are for Sunday morning, it’s pasters like users of the glue pot. A paster is someone who spends time reading other people’s content and pasting it into links for sharing. A paster might spray a bucolic photo of an Atlantic Puffin or “Seven Rules for Higher Click Rate.” S/he is a curator, not a creator.
Sadly, the commercial web has become a miasma of paster links. And it is working. Think of the web as a federation of radio stations sharing less and less original music. Finding true posters, subject matter experts or subject matter passionates (noun), has become more difficult. But posters still drives the excitement and vitality of the web; they are just harder to find.
Digital pasting began 25 years ago when we started emailing jokes around the web. Lately, it has become a cottage industry for marketers. Fight the power of pasting. Fight the power.