{"id":5781,"date":"2013-03-08T22:27:00","date_gmt":"2013-03-08T22:27:00","guid":{"rendered":"https:\/\/mugshotmonday.com\/site2\/please-stop-using-the-trojan-horse-metaphor-to\/"},"modified":"2021-07-20T21:33:17","modified_gmt":"2021-07-20T21:33:17","slug":"please-stop-using-the-trojan-horse-metaphor-to","status":"publish","type":"post","link":"https:\/\/mugshotmonday.com\/site2\/please-stop-using-the-trojan-horse-metaphor-to\/","title":{"rendered":""},"content":{"rendered":"<div id='gallery-1' class='gallery galleryid-5781 gallery-columns-3 gallery-size-thumbnail'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/mugshotmonday.com\/site2\/please-stop-using-the-trojan-horse-metaphor-to\/attachment\/5782\/'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/i0.wp.com\/mugshotmonday.com\/site2\/wp-content\/uploads\/2013\/03\/tumblr_mjd5180Ylq1qzozgbo1_1280.jpg?resize=150%2C150&amp;ssl=1\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/mugshotmonday.com\/site2\/wp-content\/uploads\/2013\/03\/tumblr_mjd5180Ylq1qzozgbo1_1280.jpg?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/mugshotmonday.com\/site2\/wp-content\/uploads\/2013\/03\/tumblr_mjd5180Ylq1qzozgbo1_1280.jpg?zoom=2&amp;resize=150%2C150&amp;ssl=1 300w, https:\/\/i0.wp.com\/mugshotmonday.com\/site2\/wp-content\/uploads\/2013\/03\/tumblr_mjd5180Ylq1qzozgbo1_1280.jpg?zoom=3&amp;resize=150%2C150&amp;ssl=1 450w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>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.<\/p>\n<p>I see this metaphor popping up\u00a0<a href=\"http:\/\/goo.gl\/ye0xj\" target=\"_blank\" rel=\"noopener\">more and more often<\/a>,\u00a0and although I understand the general idea, it just doesn\u2019t sit well with me. We all remember the <a href=\"http:\/\/en.wikipedia.org\/wiki\/Trojan_Horse\" target=\"_blank\" rel=\"noopener\">Trojan Horse<\/a>, and I like the part where storytelling is like a \u201cgift\u201d and it\u2019s a way to deliver your core business objectives to customers, but there\u2019s 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?<\/p>\n<p><a href=\"http:\/\/www.ciceron.com\/2013\/03\/stop-using-the-trojan-horse-metaphor-to-describe-good-content-strategy\/?utm_source=Tumblr&amp;utm_medium=Social&amp;utm_campaign=030813KPC\" target=\"_blank\" rel=\"noopener\">My latest blog post on the subject is up on Ciceron.com<\/a>. Thoughts?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u00a0more and more often,\u00a0and although I understand the general idea, it just doesn\u2019t sit well with me. We all remember the Trojan [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[2056,771,2335,2334],"class_list":["post-5781","post","type-post","status-publish","format-gallery","hentry","category-uncategorized","tag-content-marketing","tag-content-strategy","tag-tauntaun","tag-trojan-horse","post_format-post-format-gallery"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/posts\/5781","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/comments?post=5781"}],"version-history":[{"count":1,"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/posts\/5781\/revisions"}],"predecessor-version":[{"id":5783,"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/posts\/5781\/revisions\/5783"}],"wp:attachment":[{"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/media?parent=5781"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/categories?post=5781"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/tags?post=5781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}