Alex breaks down what content engineering actually means: building the systems infrastructure to maintain quality, freshness, and brand accuracy across everything a company has ever put online. He makes the counterintuitive case that great content engineering puts more humans into the content process.More
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31: Marketing Artifacts and the website of doom
Sometimes, marketing can look a lot like archaeology. Unearthing ancient artifacts, reverse engineering them, and trying to understand how they were used by your ancestors. As marketers, we need to be experts at carefully extracting these artifacts, evaluating their worth, and deciding whether to revitalize them or put them in a museum.More