One key (yet underutilized) resource available to every business is its content. Most companies think of content in terms of what they post on their website, blog, or Facebook page, but content is much broader and more far-reaching than that. "Effective content should not just reach a particular audience," according to Jason Helfenbaum, president of ClicKnowl-edge, a writing and consulting company, "it should also resonate with them and compel them to think or act in a certain way." For employees, good content makes them more informed and efficient, and for customers, good content leads to conscious, informed purchases.
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