Content, content, content. It's an obvious part of any interactive experience. In fact, you've probably heard content is king, or queen, or some sort of royalty. Yet, content is elusive. Often, you don't realize your content isn't cutting it until it's too late. Does any of this sound familiar?
•Low-performing landing pages.
•Dead social media channels.
•Customer confusion and service calls.
These problems and more are documented extensively (see Halvorson, Kristina. 2009. . New Riders.), so I won't dwell on them. What I will dwell on is the solution. But, first, let’s discuss the false ones.