There are a lot of smart people in a lot of fields trying to make advertising more complicated than it actually is, trying to make it a science, trying to make it less “addy,” argues copyranter. And so “content” becomes a fraudulent new word for “advertising” because nobody likes ads even though every “content” website in cyberspace needs ads to survive. And “storytelling”? Any piece of brand “content” that is a bald-faced lie. Just don’t ask him what a “curated brand experience” is.