Pillars, Ruins

Before you need a content strategy, you need a) something worth saying over a sustained period and b) a reasonable degree of clarity about where content fits in the decision-making process.

Strategic or tactical—too many companies do “content” because content seems to be the thing to do. They use all the content apparatus promoted by so-called content professionals. They populate the pre-fab frameworks. They come up with their pillars.

But nobody needs a pillar whose only purpose is to provide support for a layer of crap.

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