I’ve been involved in digital marketing numerous ways for about a decade. Trends come and go, realigning best practices and causing other paradigm shifts. Despite all the changes, there has been one consistent component to content marketing efforts: Brands wanting their content voice to be that of a “friendly, accessible expert.” I get it: everyone wants to be the authority people can go to to have their questions answered and solutions in hand. It sounds great! There’s one issue with...
