INTRODUCTION
Halvorson, CEO of content strategy firm Brain Traffic and
well-known speaker and author. Think of your content, then,
as any medium through which you communicate with the
people who might use your products or services.
Or, to paraphrase Mufasa the Lion King as he and his son
Simba survey their kingdom at Pride Rock: "Everything the
light touches is content."
I'm kidding. Of course Mufasa wasn't talking about content
in the original quote, which is actually "Everything the light
touches is our kingdom." But the concept loosely translates
online as Everything Is Content.
And very often the core of that content—that
user experience—is writing. Sometimes it's literally the
experience—in the case of a blog post, e-book, white paper,
Twitter post, or website text. And sometimes it's the basis
of a visual experience—like that video or that SlideShare or
PowerPoint presentation that began its life as a script, or that
infographic that likely knits together data and text.
Yet in this content-driven environment, businesses often
neglect or overlook words—much to their own detriment.
Think of it this way: If a visitor came to your website without
its branding in place (logo, tagline, and so on), would he
