Back in the early 2000s Our guest was in the U.S. Coast Guard Reserve. That occupation was rocked by the events of 9/11, bringing him into active duty service for four years, and eventually serving for a total of 20 years.
After doing a master’s in marketing from Southern Illinois University, he felt he should put these skills to work for academic institutions, he went to work at University College at Washington University in St. Louis, where he is now the Marketing Director.
Through this journey, he saw a transition happening with how digital content works. Since the early days of the internet, content marketing has been the battle cry of countless marketing experts promising free attention forever in return for creating quality content. However, the majority of the work of matching content with consumers is done by algorithms on the dominant search, social, and e-commerce platforms. This once in a century paradigm shift requires new strategies for marketers.
I bet you don’t just want to survive this data revolution but you probably want to move past this old regime.
Our guest chronicled how to make this change in his recent book, The Death of Content as King
You’ll want to hear what Jon Hinderliter has to say about his 2020 book.