Author:

Colleen is the author of Clout: The Art and Science of Influential Web Content. As principal of the Atlanta-based consultancy Content Science, Colleen helps everyone from startups to Fortune 500 companies improve results from their web content. When she isn't helping clients, she is blogging about content strategy at Winning Content.

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Make Your Content Make a Difference

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? Delayer projects, broken designs, uneven voice or low-performing landing pages.

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These problems and more are documented extensively, so I won’t dwell on them. What I will dwell on is the solution. But, first, let's discuss the false ones. Just because someone articulates a problem well does not mean someone knows the solution. That’s when we’re susceptible to a false solution. In my many years of experience, I’ve found these two fake solutions to be very common, very distracting — and very disappointing.

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