Failure Examples Provide Motivation for Creating a Content Strategy

Rachel Lovinger’s Content Gone Wild presentation highlights how various web content failures (brochureware, unfocused writing, disorganized, disconnected, and stale content, astroturfing, community chaos, and the wrong tone for the audience) happen in the absence of a content strategy. She dissects examples from Suzuki, Ford, Johnson & Johnson, Walmart, Interscope Records, AllMusic, Amazon, Skittles, Motrin, NYC MTA, Dell, HP, and finishes with a profile of the Billboard.com redesign.


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