Now I believe in content, but I don’t believe it will cure baldness. It can help organizations tell their story and make a compelling case as to why someone should want to work for them, but it can’t just be applied like pixie dust, making everything it touches magically better. You need to do it right.

There is a simple content litmus test you can use to determine if a big bet on content will pay off or lead to making excuses to the boss.

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