opportunity to change how we communicate with the people
we are trying to reach, and what we communicate, is tremen-
dous—yet we aren't taking full advantage of it.
Said another way: we are a planet of publishers,
but many of us are littering the landscape with content
crap, squandering the whopping opportunity we have to
communicate directly with those we are trying to reach.
The challenge has shifted: we now grok the notion of
content as a cornerstone of an online presence. Google and
other search engines have made it clear that they'll love up
the good stuff more than the regurgitated pabulum. Now let's
focus on creating relevant, quality content experiences that
our customers and prospects can trust.
We've embraced the idea of being publishers; the
challenge that remains is the doing—the writing and
publishing itself.
Brevity and clarity matter more than ever. Your awesome
opportunity is also your competitor's awesome opportunity.
It's also your colleague's, your friend's, your rival's, and that
of the guy in the next cube who's neck-and-neck with you for
that promotion.
2.
INTRODUCTION
