“Let’s Discuss… The Value of Content”

In the second video of our “Let’s discuss…with ParsonsTKO series”, we dive into content.  Is content still queen? Does your content help your audience realize you are a trusted source? Are you personalizing your content? And the real burning question…what do baloney and Baywatch have to do with any of this? 

You can go to the YouTube video page to jump around the (fairly long, but interesting!) conversation using the extensive timestamps in the video description. If you found this video helped you think differently about content, be sure to throw us a like and subscribe, and let us know what you think in the comments.

I’ll also put some highlights below embedded in this post.

Highlights from “Let’s Discuss: The Value of Content”


  • Associate your brand with good content (04:20)
  • The attention economy is causing burnout (07:35)
  • Content without context is useless.  How do you coordinate the messages among departments to make sure they are all giving it? (16:48)
  • Being effective vs. being efficient (23:43)
  • Balancing content relevancy with content vibrancy (30:23)
  • Personalizing your content with data (35:59)
  • “Throwing Baloney at a Baywatch poster” – “Have a clear target or you’re wasting your time (49:53)
  • You’re suddenly on Good Morning America!  What do you do?- How can content help you be prepared for sudden events? (45:50)


  • “Hope springs eternal, but hope is not a plan of action. (07:19)
  • “Without data, it’s all hocus pocus.”(35:35)

Case Studies

  • The Folger Shakespeare Library- the value of content curation (31:05)
  • When was the last time Amazon updated its homepage? (35:59)


Resources and links from “Let’s Discuss …  The Value of Content”

Tim Wu’s book is called “The Attention Merchants: The Epic Scramble to Get Inside Our Heads. One review called this book “a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time.”

Another book worth checking out is The Content Trap by Bharat Anand