Content Is a Show That Never Closes

Content development should be different. Content deliverables have more value when created as long-term strategic assets – products. Each product fits into a product line that has a coordinated life cycle.

Content Success Isn’t a Destination

Success with content is always out in front of you. It’s always evolving. Whatever project you’re launching – a content marketing blog, a customer help system, a CMS, a taxonomy – is a step. There is no last step.

Content Is What We Are

Content is perhaps the most important business asset we fail to manage as well as we could. We mostly rationalize the value of content against the priorities of individual functions of the business.