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Content takes courage. Marketers are all-too familiar with elongated approval processes and revision demands that can sap vitality and originality from created content, leaving only pedestrian work in their wake. Compelling content, the kind that attracts and sustains audiences, often involves conflict and requires risk — attributes businesses (and their legal departments) are prone to avoiding.
How to solve the content problem
Thus, the business community faces a challenging circumstance. Companies believe in content marketing and want to do it well. But getting there almost always means overcoming institutionalized impediments. Here are four ways to get around these problems....
Four tips for more effective content.