Somewhere as you read this, a blogger is racing to fire out their next post. In some cases it will be a daily blog post and (believe it not) in other cases it will represent multiple blog posts that blogger is sending out within the same day.

At the same time, someone is cranking out another free PDF or trying to conceptualize their next free monthly webinar.

Numerous "tweeps" will be spewing endless rapid fire tweets with links with information, more information and then for the hell of it . . . some more information.

The content keeps coming, the world keeps spinning and they continue to demonstrate that they read the "Content Is King" memo.

My new hero Gary Vaynerchuk has a different spin on this.

"Content is King but marketing is Queen and she runs the household"

I can almost feel the earth trembling underneath me as a I write this, but I'm not even sure that I fully agree with "Gary V" on this one because I still think we're missing the mark.

You see somewhere in our racing to crank out more "stuff" and executing these ingenious marketing plans, we fail big time in the engagement portion of our efforts.

You know the piece of the pie where people are commenting on our blogs, "@" replying to us on Twitter and interacting. Only, we are too busy to notice and respond because we need to crank out more content.

Now this is the part that leaves me completely dumbfounded . . . as marketers, as purveyors of the brand called "YOU" isn't engagement what we need to create an unshakeable brand?

So then why are some so busy cranking out content that they fail to acknowledge, respond, interact and communicate with their audience?

Content is a critical part of this process, no doubt, but according to Gary Vaynerchuk its not just the content . . . it's the 24 - 48 hours after the content is published as in:

Getting off our assets and getting into the forums to communicate with our target audience

Responding to blog comments. Note: It aint easy responding to every comment, but we can certainly show some general appreciation. Better yet, facilitate discussions around you and your brand . . . Why aren't we living for that?

And its not just about responding, its about seeking out discussions where we can demonstrate our expertise. Note: One of my favorite tools for this is http://search.twitter.com/ I'll type in keywords, find conversations on that subject and then get involved.

So here's the deal, let's stop with the mass production of content and for God's sake the rapid fire tweets with one link after another, slow it down and engage our audience.

Having said that, my new mantra is

"Content is King but an engaged community is the whole freakin Kingdom!"

Castain holds up his "Just Sayin" sign and steps down from his soapbox!