Went to an SEO conference last week.

Got told to be engaging.

Got told to have meaningful conversations with customers.

Got told not to be boring.

All by people who were incapable of practicing what they preached.

For those of us who grew up in advertising, this was all a bit of a hoot.

“Everyone is trying to be engaging – it’s just that very few people are good at it”

Because it’s easy enough to spout clichés about engagement; rather harder to actually achieve it.

In advertising our job has always been to capture first the attention, then the imagination, of our audiences.

To stand out from the noise.

And then to sell.

So the next time some illiterate presenter mumbles about the new dark art of ‘content marketing’, I think we’ll just have to throw this book at them.

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