Content strategy is a wicked problem. Do not worry. I didn’t adopt Bostonian lingo. A wicked problem is hard to solve because of “incomplete, contradictory, or changing requirements that can be difficult to recognize.” I like information researcher Jeff Conklin’s description of wicked problems as those “not understood until after the formulation of a solution.” … Read more
Just as content can help your brand, it can hurt it, too. Publishing the wrong content can take many forms, but the end results are similar. At worst, it could seriously damage your brand. At best, your content will be ignored. I’ve rounded up most of the biggest suspects when it comes to content that … Read more
People rarely just search for whatever you sell, click on your website, and buy right away. In fact, 71% of them start their research with a generic search. They’re reading blog posts, watching videos, consuming reviews, asking their friends, participating in communities—before they even begin to consider your product. So unless you’re creating content that … Read more
