Are You Content Providing Content?

A longtime friend of mine and copywriter extraordinaire has recently begun to describe himself as a creative content developer.

Creative fits him to a T. I was curious as to why he chose the words content developer to replace his longstanding identifier, copywriter. “Because that’s what people are searching for these days,” was his reply. Perhaps. But who decided the phrase content developer or content provider were desirable traits?

Content is merely that which takes up space. It is value neutral at best. My attic and basement are full of content, but I doubt if anybody would be interested in my providing it to them.

I would prefer that creative people promote themselves as providers of substance. It is a much more salient word. It implies heft. It implies value.

On the website of graphic designer Kurt Pakan,, of which I am a contributor, we describe what we do this way:

We are, at heart, makers of creative substance. Not merely content, but ideas.

Isn’t that what people are looking for from the creative community? To me, that’s a far more promising descriptor than I provide content.

Creator of substance may not score as well right now on a google search as content provider. But if more creative people began to think of and define themselves as such, it would gain traction. I believe it is far more appealing that content provider.

Give it a try and, when people seek you out, you can wow them with your substantive creativity. Prove to them that you are eons ahead of the mere providers.

~ written by Charles P. Myers, Copywriter at Large

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