content

How we have relevance wrong.

Relevance is a word bandied about a lot these days in conversations about brand and content.

I think we overcomplicate it sometimes. Don’t get me wrong. To get customers and sales and scale, we must resonate with those we’re talking to. There’s got to be simpatico between what we’re putting out and what our audiences want to hear, learn and buy. But I think it has less to do with page views, products or services...