1. Situation-ready information, on-purpose, by design

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      I’m done talking about “content.” The word is too conceptual to have any useful meaning. In my world, words matter. To work, words must convey common meaning. I believe the word “content” and how it’s used actually causes problems. This is undoubtedly a contributor to quality problems experienced with marketing and especially selling content. Sales tells marketing, “we need better content.” Marketing replies, “what kind of content do you need?” Sales: ” we need customer stories, presentation support, videos, etc.” Sound familiar? And I could go on about content for certain stages, personas and industry verticals, among other important relevance categories. Having managed a business that created content for B2B sales, marketing and training organizations for 20 years, we regularly dealt with requests expressed this way. Knowing desired content formats, audience types and selling stages is simply insufficient input to inform quality content. We would ask, “What exactly do...

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