You could have Ernest Hemingway author a blog post for your organization, and it could still stink.
Not that the content would be the issue. It’s how you structure and deliver it.
Ann Rockley’s been championing the idea of “intelligent content” and has run a conference in its name.
Rockley, the president of The Rockley Group, author and online content delivery expert, told CMSWire marketers simply spend too much with content — in the wrong places, and in the wrong ways.
“Marketers create good content,” Rockley said, “but they spend an inordinate amount of time manually crafting different pieces of content for different channels and different audiences. They craft it for the Web, they craft it for mobile, they craft it for Facebook, they craft it for Twitter. They craft it for one vertical industry, they craft it for another. The content is all good but they spend way too much time hand-crafting it.”