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Contently – Why I’m Placing the Biggest Bet of My Life on Content

 

 

 

By Pearl Collings

September 3rd, 2019

The digital revolution has delivered a whirlwind of changes, but one thing has remained constant: Content is the best way for companies to connect with people. Throughout the consumer journey, it’s the essential component to delivering on the promise of your brand.

As someone who values execution excellence above all else though, one thing has always pained me: the incredible level of content chaos inside enterprise organizations.

Content is a more complicated challenge than anyone realizes. It’s one thing to create a great Instagram video, one solid sales deck, or a single one-sheet. It’s an entirely other thing to create consistent, high-quality content that ladders up to business goals across all of your channels, lines of business, and geographies. Very few brands have figured it out—a big reason that the top 5 percent of branded content drives 90 percent of all engagement.

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