Marketing departments have always been prolific content creation teams. Creating ads, copy, landing pages, website pages, graphics, campaigns, you name it.
Marketers are content machines.
I think the time has come for marketers to diversify their mix a bit and not just create and create, but instead converse.
The job of marketing now is to to create things and to start conversations.
Creating can start conversations. Don't get me wrong.
But if we're only spending time creating and not enabling, empowering or guiding people to start conversations with one another, or with people at your company, than we're missing a big opportunity.
Just think about how the Internet has shifted from being search heavy to now social heavy.
Search is about finding things people created.
Social is about participating in conversations people or you start.