Stop Trying to Innovate With Your Content

Stop Trying to Innovate With Your Content

“Innovate! Disrupt! Your company’s future depends on it!” To me, this ubiquitous advice has always sounded as doable as, “Leap that tall building in a single bound!” What a relief, then, to hear someone widely recognized as one of the most important voices in content strategy say, “Stop trying to innovate.” Kristina Halvorson wove that message into her talk at Content Marketing World . Instead of aiming for innovation, here’s what Kristina advises marketers to do: Improve on what you’re already doing with your content. Then improve on it again. That’s where your competitive advantage lies. That’s where your […]

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