Who are you? What products or services do you provide? And most important: Why should anyone choose you over your competitors? You know the answers, but can you convey them clearly and confidently to others who are familiar with your industry, and to those who aren’t? That’s the essence of content marketing.

But expertise and storytelling don’t necessarily go hand in hand; in fact the former can interfere with the latter. Harvard professor Dr. Steven Pinker calls this the “curse of knowledge,” and cites it as a leading cause of bad writing.

Quality matters. It’s the most important factor in search rankings, in social media engagement, in email open rates and everything else you do to reach people. We provide compelling, researched content on complex topics.