Like “digital”, the word “content” should be retired
Admitting you have a problem is the first step to finding a solution. At heart I’m a management consultant, wrapped in the body of a pink-haired brand and creative strategist. So I can’t resist a good problem – especially if I can tackle it with a 2 by 2 framework and a set of high, medium and low solutions (Bain taught me to think in threes and in bullet points, I can’t help myself).
But I digress. The first question to pose is what problem we are solving? Content might have been the hammer at some point. But if you’re hammering the wrong nail it doesn’t matter.