Please stop using the Trojan Horse metaphor to describe good content strategy. That is, unless you intend to surprise your new readership at night and kill them all.

I see this metaphor popping up more and more often, and although I understand the general idea, it just doesn’t sit well with me. We all remember the Trojan Horse, and I like the part where storytelling is like a “gift” and it’s a way to deliver your core business objectives to customers, but there’s also the part where warriors sneak out at night and people ended up dying and a city burned to the ground. The Trojan Horse, in the end, was a trap. Why do so many people use this brutal metaphor to describe their content efforts? Perhaps I am taking this comparison too literally?

My latest blog post on the subject is up on Ciceron.com. Thoughts?