Sorry, but I’m not content with content

I create content.
There, I said it.
Yuck.
What a horrible word.
Content.
It just screams mediocrity.
Meh.
Who decided this was our word?
The thing we’d all hang our hats on?
It was probably someone who truly loathed the idea
that creativity matters.
Someone who thought the key to marketing success
was a diarrheaesque deluge of data-driven double-talk.
Poppycock.
The ability to persuade has always been an art form.
Emotionally driven.
Irrational.
Messy.
Hard.
And that’s why we do it. That’s why we love it.
Because doing hard things well
is just about the best thing you can do in the world.
If you want to call that creating content, fine.
But I don’t have to like it.