The trouble with a lot of content is that it’s internally focused. Marketing departments are accustomed to speaking to the audience they know best – their colleagues.

But of course today, that’s no longer what the most important audience – the people out there – are looking for. The best content strategy has an authentic external voice – and that isn’t easy to do.

In a blog post for MediaPost’s Content Marketing Insider, I take a look at this topic. Please head on over there to read the post in full (and thanks!).