The ‘greatest salesman in the world’ needed a content strategy

According to Og Mandino, author of the 1968 bestseller Greatest Salesman in the World, tomorrow is only found in the calendar of fools. Turns out he was partly right, when you consider that “now” is still the only way to do business. It has also become the language of digital. But when it comes to content strategy, “tomorrow” is a future-forward language that we need to be speaking too, and it is very much in the calendar of every right-minded CMO. You need a plan, man. Here’s a staggering statistic: users are watching 1bn – yes 1bn  –  hours of video a day on YouTube and uploading 400 hours of video every minute. That amounts to more than six decades’ worth of content being uploaded on a single channel every 24 hours. Gone are the days where you could knock on a door, pick up a pen and paper, make a list of cool places to advertise, throw some budget at it and know that 80% of your audience would see it, and if the price is right, 50% would probably buy. The world doesn’t function ...