{"id":5796,"date":"2013-03-05T20:11:00","date_gmt":"2013-03-05T20:11:00","guid":{"rendered":"https:\/\/mugshotmonday.com\/site2\/please-stop-using-the-trojan-horse-metaphor-for\/"},"modified":"2013-03-05T20:11:00","modified_gmt":"2013-03-05T20:11:00","slug":"please-stop-using-the-trojan-horse-metaphor-for","status":"publish","type":"post","link":"https:\/\/mugshotmonday.com\/site2\/please-stop-using-the-trojan-horse-metaphor-for\/","title":{"rendered":"Please stop using the &#8220;Trojan Horse&#8221; metaphor for good content strategy. Unless you want to surprise your new readership at night &amp; kill them."},"content":{"rendered":"<p>I&rsquo;m seeing this metaphor <a href=\"http:\/\/goo.gl\/ye0xj\" target=\"_blank\" rel=\"noopener\">more and more often<\/a>, but it always rubs me the wrong way. At least there is Jonathon Gottschall trying to explain (<a href=\"http:\/\/www.fastcocreate.com\/1680581\/why-storytelling-is-the-ultimate-weapon\" target=\"_blank\" rel=\"noopener\">good post<\/a>, btw) that your &ldquo;Trojan Horse Content&rdquo; can be &ldquo;good&rdquo; or it can be &ldquo;evil&rdquo;. But that&rsquo;s a stretch good grief just stop it now.<\/p>\n<p><strong><em>Update: <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\">I actually ended up writing a blog post about this on Ciceron.com<\/a>.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&rsquo;m seeing this metaphor more and more often, but it always rubs me the wrong way. At least there is Jonathon Gottschall trying to explain (good post, btw) that your &ldquo;Trojan Horse Content&rdquo; can be &ldquo;good&rdquo; or it can be &ldquo;evil&rdquo;. But that&rsquo;s a stretch good grief just stop it now. Update: I actually ended [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","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":[771,2339,576,2338,2334],"class_list":["post-5796","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-content-strategy","tag-kill-you-with-content","tag-marketing","tag-metaphor","tag-trojan-horse"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/posts\/5796","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=5796"}],"version-history":[{"count":0,"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/posts\/5796\/revisions"}],"wp:attachment":[{"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/media?parent=5796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/categories?post=5796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mugshotmonday.com\/site2\/wp-json\/wp\/v2\/tags?post=5796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}