I see a fundamental distinction between the types of content being produced today.

Generally speaking, there is “slow content” and “fast content.”

A lean digital publisher that needs to produce 30 articles each day? That’s fast content.

This publisher prides itself on maintaining the hustle of a major newsroom, but often lacks the editorial leadership (or time) to maintain quality.

Fast content is excellent at riding a news wave, tapping into what’s trending, and creating content that has a content tilt unique to the brand. The downside?

The game is rarely sustainable. Employee turnover is usually high, and the business model (in part because the team is too busy to think of alternatives) is typically reliant on intrusive ads.

Then there’s slow content.

Slow content doesn’t ride news waves, but it can ride the longer, smoother industry waves to create stellar, valuable content that is quoted and cited for years to come.

Slow content is typically far more thoughtful and aesthetically pleasing, and there’s usually a more sustainable revenue stream which creates the privilege of space.

The ideal content marketing strategy contains both slow and fast content. (tweet this)

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