In Pirates of the Caribbean: The Curse of the Black Pearl, there's a scene where two of the main protagonists are stranded on an island. After locating and indulging in a rumrunner's secret stash on the island, Jack Sparrow, the main character of the series, becomes intoxicated. Even though he is minutes away from passing out in a drunken stupor, he says something very wise: "Wherever we want to go, we'll go. That's what a ship is, you know. It's not just a keel and a hull and a deck and sails, that's what a ship needs but what a ship is... what the Black Pearl really is... is freedom" Why on earth am I talking about a Disney movie in a blog about content strategy? Two reasons: 1) These are fun movies that I still watch as an adult, 2) There are some parallels between how Jack Sparrow views a ship and how marketers should view content. Content isn't just blogs and videos and social posts and webinars, that's what content needs but what content is, what a good content marketing...
