The Fractional CMO Show
The Fractional CMO Way explores the evolving world of marketing leadership through the lens of fractional Chief Marketing Officers. Hosted by the experts at RiseOpp, this podcast dives into strategies, success stories, and practical insights that help growing companies scale effectively without the full-time executive overhead. Whether you're a startup founder, a marketing leader, or a business owner looking for high-impact marketing guidance, this show will equip you with the tools and mindset to thrive.
The Fractional CMO Show
Optimizing Digital Content Strategy for Lead Generation and Retention
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Why Content Strategy Needs Structure explores how to develop a digital content strategy that aligns audience intent with measurable business outcomes like lead generation and customer retention.
In this podcast, we break down how to build scalable systems for content creation, governance, and SEO integration to avoid inefficient, uncoordinated efforts and instead focus on continuous growth.
Whether you're a marketer, content creator, or business leader, you’ll learn how to treat content as a long-term, compounding asset that drives both authority and consistency across platforms.
👉 Read the full guide:
Digital Content Strategy: A Comprehensive Guide
Right now, uh your company is likely paying thousands of dollars a month in these like hidden taxes.
SPEAKER_01Oh yeah. And we are definitely not talking about payroll or corporate taxes here.
SPEAKER_00No, not at all. I mean, we're talking about taxes on your actual content. These are the hidden costs of creating all these materials that, well, they actually just confuse your buyers.
SPEAKER_01Right. And they wreck your search engine rankings too.
SPEAKER_00Exactly. They drive up your customer support tickets, and you are literally paying money to lose trust with your audience. So today, we are completely tearing down the uh what they call the random acts of content playbook. Welcome to the deep dive.
SPEAKER_01Glad to be here.
SPEAKER_00So our mission today is to decode this highly comprehensive guide. It's called Architecting Growth, the Digital Content Operating System. And the goal is really to show you how to transform your content from this chaotic stream of random assets into a true compounding business operating system.
SPEAKER_01Yeah. And it's such a fascinating read because it completely flips the traditional script. Yeah. I mean, whether you're a founder trying to scale, or maybe you're a marketer fighting for budget, or honestly, just someone trying to organize information at your job, you've probably felt this exact frustration.
SPEAKER_00Oh, totally. The constant churn.
SPEAKER_01Exactly. Yeah. You're churning out blog posts, you're publishing white papers, recording videos, but it feels like you're just throwing pennies into a wishing well.
SPEAKER_00Hoping for the best.
SPEAKER_01Right. But this source, it provides a rigorous, like engineering level blueprint for cutting through all that noise. It's about making your content function as a tangible business asset.
SPEAKER_00Okay, let's unpack this. Treating content like an editorial calendar is like randomly buying groceries and hoping a gourmet meal appears. Like you grab some random vegetables, some spices, a mystery can from the back of the aisle.
SPEAKER_01And just cross your fingers.
SPEAKER_00Yeah. You just hope a five-star meal somehow materializes on the dining room table.
SPEAKER_01Aaron Powell But this source is arguing that we don't just need a better shopping list. We need a full restaurant kitchen operating system instead. That restaurant analogy is spot on. And you know, to build that kitchen, the source draws a very hard line between three terms that professionals almost always mistakenly use interchangeably. Trevor Burrus, Jr. Which are content marketing, editorial strategy, and digital content strategy.
SPEAKER_00Aaron Powell Well, honestly, if you asked 10 different marketers right now, they'd probably tell you those are all just synonyms for the same thing.
SPEAKER_01Aaron Powell And that confusion is exactly why corporate publishing programs get so incredibly messy. Let's break them down. So content marketing is typically campaign-driven, right?
SPEAKER_00Right, like running a specific ad or webinar.
SPEAKER_01Exactly. It's focused on specific channels to drive immediate demand getting leads right now. Editorial strategy, on the other hand, is purely about what you publish.
SPEAKER_00So that's like the tone and the schedule.
SPEAKER_01Yeah, it dictates the overarching themes, the brand voice, the publishing cadence. It's the calendar.
SPEAKER_00Okay. So where does digital content strategy actually fit into all of this?
SPEAKER_01It subsumes both of them. Digital content strategy is the entire architectural set of decisions determining what you say, to whom you say it, where it lives, how it's found, and how it performs over time.
SPEAKER_00So going back to the restaurant kitchen, it's the whole operational flow.
SPEAKER_01Exactly. From sourcing the ingredients to the prep stations to how the waiters actually take the orders and deliver the food to the table.
SPEAKER_00Oh wow. And the source notes that the word digital here is the real variable, right? Like it changes the game entirely compared to the old print era. I feel like we just take digital for granted now, but why is it so inherently difficult to manage?
SPEAKER_01Aaron Powell It fundamentally comes down to four massive constraints that just well, they didn't exist in print. First off, content fragments across surfaces.
SPEAKER_00Aaron Powell Meaning it's everywhere all at once.
SPEAKER_01Right. Your message doesn't just live neatly in a magazine spread anymore. It's on a landing page, it's embedded inside a mobile app's UI, it's in a help center, it's chopped up on social media.
SPEAKER_00Yeah, just scattered.
SPEAKER_01Exactly. Second, distribution engines shape the outcomes.
SPEAKER_00Ah, meaning the algorithms.
SPEAKER_01You guessed it. Search algorithms and social recommendation systems basically dictate who sees what. You are totally at the mercy of the machine.
SPEAKER_00That's a scary thought. What's the third one?
SPEAKER_01Continuous measurement. In digital, you can and honestly you must instrument performance and iterate constantly. And finally, and this is a big one, decay.
SPEAKER_00Decay. Like it literally rots.
SPEAKER_01Digital content rots over time. Product features change. Legal regulations evolve. Search intent shifts. If you print a book, it's done. But if you publish a digital guide, the clock starts ticking the second it goes live.
SPEAKER_00Man, that's that leads directly into what the author calls the hidden taxes of random acts of content.
SPEAKER_01Right.
SPEAKER_00Walk me through these taxes, because this is where the financial drain really starts to happen.
SPEAKER_01Oh, these taxes will bleed a marketing budget dry, and most leadership teams won't even realize it's happening. The first one is the duplication tax.
SPEAKER_00Okay.
SPEAKER_01This happens when you have multiple assets across your site answering the exact same question, but in slightly different ways.
SPEAKER_00Wait, let me pause you there. Why is duplication a tax? Like, doesn't having more pages talking about a topic just mean you have more chances to be found by Google?
SPEAKER_01Actually, no. It's the exact opposite because of how search engines work. It causes something called cannibalization.
SPEAKER_00Cannibalization. Yeah.
SPEAKER_01Yeah. If you have five different pages all trying to answer the same question, Google just gets confused. It splits the ranking equity among all five pages, which means none of them end up ranking on the first page.
SPEAKER_00Oh, wow. So you've essentially spent money to build five assets that are actively sabotaging each other.
SPEAKER_01Exactly. You are funding your own invisibility.
SPEAKER_00That is brutal. Okay, what's the next tax?
SPEAKER_01The inconsistency tax. This is when your voice, terminology, and your actual claims are mismatched. You ask a sales rep one thing, you read the blog, and the answers contradict each other.
SPEAKER_00That would erode trust instantly.
SPEAKER_01Instantly. Next up is the distribution tax, which is honestly particularly heartbreaking. It's when really expensive, high-quality content gets made, but it never earns any reach.
SPEAKER_00Because nobody engineered its discoverability from the start. Like they built a beautiful million-dollar billboard, but they stuck it in a basement.
SPEAKER_01That is a perfect way to put it. Then we have the conversion tax. Your content generates thousands of views, but the traffic doesn't progress toward any meaningful pipeline or customer retention.
SPEAKER_00So you're getting all this applause, but absolutely no revenue.
SPEAKER_01Exactly. And finally, there's the governance tax, where simple approvals become massive corporate political battles. It makes your publishing cycle incredibly slow and brittle.
SPEAKER_00I want to circle back to the decay issue you mentioned earlier because I think that ties into their concept of a maintenance tax.
SPEAKER_01Yes, absolutely.
SPEAKER_00So what does this all mean for the maintenance tax? Is that basically the cost of leaving expired milk in the fridge? Except in this case, the expired milk actively costs you customer trust and increases support tickets.
SPEAKER_01The expired milk analogy is great. Think about it like a map. If you leave up old detour signs after you've changed the traffic pattern in a city, you're actively directing your best customers into dead ends.
SPEAKER_00Oh, that makes a lot of sense.
SPEAKER_01Right. If you leave old, inaccurate product documentation live on your site, users read it, they try to implement it, they fail, and they get incredibly frustrated, then what do they do?
SPEAKER_00They immediately call your support team.
SPEAKER_01Exactly. You are paying server costs to host a page that forces your company to pay support staff to fix the confusion that the page caused.
SPEAKER_00Okay, so these taxes are just brutal. To stop paying them, the source argues we have to fundamentally understand who we are creating content for. We can't build the right map if we don't know who's driving. Right. But I'm looking at the source and it is brutally taking down the classic marketing persona. Wait, if we are throwing out vibe-based personas, does that mean the classic marketing Mary or developer Dan profiles are totally dead? Are we strictly looking at decision segments like risk tolerance and implementation complexity now?
SPEAKER_01According to this strategy, the author issues a stark warning against those workshop-built vibe-based personas.
SPEAKER_00You know, the ones where you spend an hour debating if marketing Mary likes artisanal coffee and owns a golden retriever.
SPEAKER_01Exactly. Because knowing Mary likes coffee doesn't tell you why she is abandoning your software's onboarding process.
SPEAKER_00Right. It's completely useless data for actual business decisions.
SPEAKER_01Exactly. Strategy demands evidence. If you are writing for expert professionals, the source says you need to pull sales call transcripts. You got to dig into CRM data, mine your support tickets, and do deep SRP analysis. Yes. You use SRP analysis to identify what they call intent clusters.
SPEAKER_00Wait, let's break that down for a second. What does an intent cluster actually look like in practice? Are we just talking about grouping similar keywords together?
SPEAKER_01Aaron Powell It's deeper than just the words. It's about the user's underlying goal. An intent cluster groups together all the different ways a person searches when they are trying to accomplish one specific task.
SPEAKER_00Okay, give me an example.
SPEAKER_01So whether someone types how to migrate to cloud or cloud migration steps or even AWS server transfer, the intent is exactly the same. They need a migration guide.
SPEAKER_00Got it. You group those by the intent, not just stringing random keywords together. So instead of targeting marketing, Mary, who are we actually building this for?
SPEAKER_01We're targeting decision segments based on constraints. The source uses variables like use case maturity. Like, is this buyer a first-time user or are they a seasoned pro trying to scale a huge system?
SPEAKER_00That changes everything. What about risk?
SPEAKER_01Exactly. What is their risk tolerance? What is their implementation complexity?
SPEAKER_00That makes total sense because a startup founder buying your software has a completely different risk profile than a VP at a Fortune 500 bank.
SPEAKER_01Precisely. The VP at the bank is terrified of compliance issues, security audits, and frankly, just not getting fired.
SPEAKER_00Yeah, they want safety.
SPEAKER_01Right. Whereas the startup founder just wants speed and low cost.
SPEAKER_00Yeah.
SPEAKER_01Your content architecture has to physically split those two users into different pathways immediately.
SPEAKER_00Because expert audiences do not want generic advice. No, they want to know granular details. What architectural patterns actually work? What constraints break this approach? What trade-offs matter? If your content doesn't answer those highly specific risk-based questions, you'll only attract beginners.
SPEAKER_01And you'll completely miss the actual buyers. But you know, defining the audience is really only half the battle. If we know what they want, how do we know what we actually have to offer them?
SPEAKER_00That brings us to the audit phase.
SPEAKER_01Right. And the source treats auditing not as like a basic inventory checklist, but as a real strategic decision tool.
SPEAKER_00They do. They categorize existing content into five buckets: keep and scale, improve, consolidate, retire, or redirect, and create.
SPEAKER_01Okay, standard buckets, but what are they actually looking for?
SPEAKER_00That's the real insight. They aren't hunting for typos. They are actively hunting for three specific gaps intent gaps, journey gaps, and proof gaps. Okay, intent and journey gaps make sense. Basically, high-value questions we aren't answering or missing steps in the buying process. But I want to zero in on proof gaps. The source calls this the silent killer of performance. Walk me through the mechanism of a proof gap.
SPEAKER_01A proof gap occurs when your content makes a really bold claim, but provides absolutely zero evidence to back it up.
SPEAKER_00So, like saying our software is the fastest on the market, but not providing a single latency benchmark.
SPEAKER_01Exactly. Or you say we save companies money, but there's no case study, there's no ROI calculator. For professional audiences, proof gaps kill conversion rates far faster than poor writing ever could.
SPEAKER_00Really? More than bad grammar.
SPEAKER_01Oh yeah. An expert buyer will totally forgive a clunky sentence, but they will not forgive an unsubstantiated claim.
SPEAKER_00That is fascinating. So, okay, we've audited our content, we found these massive gaps in our proof, but if we just dump 50 new benchmark reports onto the blog, we've just created more noise, right? How do we structure this so a reader actually finds what they need?
SPEAKER_01That's where architecture comes in. The source organizes content into three layers pillars, clusters, and narrative layers.
SPEAKER_00Okay, break those down for me.
SPEAKER_01Pillars are the core themes tied to enduring business problems. They're the broad foundations. Clusters are the highly specific subtopics that support those pillars. And the narrative layer is your unique market point of view.
SPEAKER_00Like your category education.
SPEAKER_01Exactly. And all of these layers are bound together by one crucial thing: internal linking.
SPEAKER_00Ah, I'm glad you brought up internal linking. Because I feel like a lot of people just view it as an SEO hack, you know, just stuff some blue links in the text to please the Google bots and move on.
SPEAKER_01Oh, the source is adamant about this. Internal linking is fundamentally a guided user experience. It is not an SEO trick. They outline really strict rules for how routing should work.
SPEAKER_00Like a pathway.
SPEAKER_01Exactly. Every top of funnel awareness piece must deliberately route the reader to a consideration asset.
SPEAKER_00Give me a tangible example of that routing in action.
SPEAKER_01Sure. Let's say someone searches what is cloud storage, and they land on your beginner's guide. That's top of funnel. At the bottom of that page, you do not put a contact sales button.
SPEAKER_00Because they aren't ready for that at all.
SPEAKER_01Right. They just learned what the cloud is. Instead, you internally link them to a consideration piece, like how to evaluate cloud security protocols.
SPEAKER_00Okay, step two.
SPEAKER_01Once they read that consideration piece, then you write them to a proof asset, like a case study of a major bank using your security. And only from that proof asset do you route them to the conversion path to book a demo.
SPEAKER_00Wow. So it's this deliberate hand-holding pathway from problem to evaluation to proof to purchase. It turns a scattered pile of web pages into a really curated journey.
SPEAKER_01Exactly.
SPEAKER_00Okay, so we have the blueprint, the audience is defined, the pathways are mapped. Now we actually have to pour the concrete and make the stuff. Let's talk about the production engine.
SPEAKER_01Everything here hinges on the content brief. According to the source, a functional breeze isn't just a suggestion, it's essentially a contract.
SPEAKER_00What goes into that contract?
SPEAKER_01It has to include the target segment, the key claims you intend to make, the required proof to back those claims up, the internal linking plan, and the measurement criteria.
SPEAKER_00That is robust.
SPEAKER_01It gets better. The most critical element it establishes is differentiation.
SPEAKER_00Meaning explicitly stating what your brand is not going to say.
SPEAKER_01Yes. Most corporate content sounds absolutely identical because brands refuse to take a firm position. A strong brief establishes what industry patterns you reject, what trade-offs you are willing to accept, and what conventional wisdom you're challenging.
SPEAKER_00So your best content should make the right prospects nod their heads enthusiastically and make the wrong prospects immediately self-select out.
SPEAKER_01Spot on.
SPEAKER_00Now, when it comes to getting the actual technical truth into these briefs, the source drops a massive insight about subject matter experts, your SMEs, your engineers, product managers, technical leads. The source says, and this is wild, stop asking them to write.
SPEAKER_01It is the most common operational failure point in marketing. A team asks a brilliant, highly paid engineer to write a blog post about a new feature.
SPEAKER_00And let me guess, the engineer is already overworked.
SPEAKER_01Exactly. So the draft either takes six months to arrive or it just never happens at all. The source says you have to respect their time by radically changing the workflow.
SPEAKER_00Here's where it gets really interesting. Essentially, you have to act like an investigative journalist interviewing a source rather than a teacher assigning homework to an expert.
SPEAKER_01That is exactly how you have to treat it. You use structured interviews, you provide them with annotated outlines beforehand, you use claims and proof worksheets.
SPEAKER_00So you're leading the witness in a good way.
SPEAKER_01Right. You get them on a recorded 15-minute call, you extract the technical truth, and you transcribe it. You only bring the SME in for high-leverage moments.
SPEAKER_00Like approving the final claims or validating accuracy.
SPEAKER_01Exactly. Stress testing your recommendations. Yeah. You own the drafting, they own the truth.
SPEAKER_00And speaking of drafting, we have to address the elephant in the room, AI. I mean, why not just use AI for everything and bypass the SME entirely? It would save so much time.
SPEAKER_01The source has a very grounded take here. They view AI as a powerful utility, but absolutely not a replacement for truth.
SPEAKER_00So it's a tool, not a substitute.
SPEAKER_01Right. AI is incredible for drafting outlines, summarizing raw interview transcripts, generating 50 variants of social media copy. But the source is emphatic.
SPEAKER_00Because AI can't hallucinate a genuine benchmark or a real customer's implementation struggle.
SPEAKER_01Right. And expert audiences can spot synthetic authority instantly. They know when they're reading a generalized AI-generated summary of a topic versus hard one in the trenches experience.
SPEAKER_00Yeah, the vibes are just off. So how do we scale production without losing that human authority?
SPEAKER_01The source recommends relying heavily on modular content.
SPEAKER_00What does that look like practically?
SPEAKER_01Think of creating reusable components. Say you build a highly detailed comparison table, showing your software's security features versus a competitor's. That table is a module. You can inject that exact same module into a landing page, a blog post, and a downloadable white paper. If a feature updates six months later, you update the module once and it automatically corrects across all those assets.
SPEAKER_00Oh wow. That speeds up production tremendously and completely eliminates that inconsistency tax we discussed earlier.
SPEAKER_01Exactly, which naturally ties into governance.
SPEAKER_00Ah, governance. That is a word that usually makes creative teams groan because it just sounds like endless corporate bureaucracy.
SPEAKER_01But the source insists that true governance is the opposite of bureaucracy. It's simply clear ownership and risk mitigation. It means establishing approval rules based on risk tiers.
SPEAKER_00Give me an example of a risk tier.
SPEAKER_01A social media post about a company picnic is low risk. One person can approve it and publish it in five minutes.
SPEAKER_00Right, nobody's gonna sue you over a picture of potato salad.
SPEAKER_01Exactly. But a white paper making financial claims about ROI is high risk. That requires legal and SME review. If governance is unclear, teams overcompensate with paranoia. Everything goes through a five-stage approval process, which just grinds publishing to a halt.
SPEAKER_00Good governance protects the business while giving the teen the freedom to move fast on low-risk items.
SPEAKER_01Precisely.
SPEAKER_00Okay, so the content is produced accurately, the workflow is efficient, the legal team is happy. The final missing piece of the operating system is proving that it actually works and keeping the system alive. Let's dig into measurement. I know the source warns against something called attribution theater. What does that mean?
SPEAKER_01Attribution theater is when marketing teams cherry pick vanity metrics like page views or impressions to justify their budget. Even when those metrics have absolutely zero correlation to revenue.
SPEAKER_00So smoke and mirrors.
SPEAKER_01Totally. To combat this, the source builds a very specific, unbreakable measurement chain. Business goal to audience action to behavior metric to liver.
SPEAKER_00I'm going to challenge this because I'm struggling to see how this doesn't just devolve into another massive, confusing spreadsheet. Walk me through a real-world scenario of this chain in action.
SPEAKER_01Let's isolate the variables. Say the overarching business goal is to increase qualified pipeline for Q3.
SPEAKER_00Okay, standard goal.
SPEAKER_01The specific audience action you need to achieve that is getting mid-level managers to request a demo. The behavior metric you track isn't overall website traffic. It is specifically the conversion rate of your core product landing pages.
SPEAKER_00Okay, I follow. So what is the lever?
SPEAKER_01The lever is the physical thing you change in the content to move that metric. So if the conversion rate is low, your lever might be upgrading the proof modules on that landing page or tightening the internal linking. So more high intent traffic flows there.
SPEAKER_00Oh, I see. You are connecting a specific content input directly to a specific business outcome. No theater, just cause and effect.
SPEAKER_01Exactly. But even with a tight measurement chain, the source highlights a massive trap teams fall into. They call it over-indexing on the top of funnel.
SPEAKER_00Over-indexing. Like they just focus too much on awareness.
SPEAKER_01Yes. Teams will publish endless amounts of high-level awareness content, you know, what is cloud computing or beginner's guide to data storage, and they generate massive traffic. But then they sit around scratching their heads wondering why the sales pipeline isn't moving.
SPEAKER_00Because they aren't answering those granular, risk-based expert questions we talked about. They are just capturing students, not buyers.
SPEAKER_01Exactly. For professional audiences, the money is in the middle and bottom of the funnel. You need heavy content coverage and competitor comparisons, alternatives, implementation planning, deep dive case studies, and ROI framing.
SPEAKER_00And crucially, the work doesn't stop the moment you hit publish, right? The source places huge emphasis on the content lifecycle.
SPEAKER_01Publishing is literally just stage two. The full life cycle is create, launch, optimize, maintain, consolidate, and retire. To manage this, the source mandates scheduled refresh sprints.
SPEAKER_00Refresh sprints? What actually triggers one of those? How do you know a piece of content is dying?
SPEAKER_01You look for specific signals: a sudden drop in search rankings, a decline in click-through rates, a competitor launching a new page that leapfrogs yours, or a major product update that invalidates your old guidance.
SPEAKER_00So you don't just leave it there to rot.
SPEAKER_01Right. Refreshing and updating a decaying piece of content often produces a far higher return on investment than writing something brand new from scratch.
SPEAKER_00It's taking down the old detour signs and putting up the correct map. Now, the author of this source operates an agency called RiseOp, and they outline a specific methodology they use called Heavy SEO. What is the mechanism behind that?
SPEAKER_01Heavy SEO is about spreading risk and building durable search equity. Instead of trying to rank for two or three massive, highly competitive trophy keys. Keywords, they focus on ranking a site for tens of thousands of highly specific long tail keywords over time.
SPEAKER_00It's the intent clusters again.
SPEAKER_01Yes. The mechanism here is stability. If a Google algorithm update hits and you only rely on three keywords, your traffic could drop to zero overnight. But if you ranked for 20,000 specific intent clusters, an algorithm update barely leaves a dent.
SPEAKER_00That is a brilliant way to mitigate platform risk. And they pair this organic strategy with paid execution, like LinkedIn ads, right? But they have a very strict rule about when to use paid distribution.
SPEAKER_01A very strict rule. You only use paid distribution when your con conversion assets and proof modules are already proven to work organically.
SPEAKER_00Oh, that makes sense.
SPEAKER_01Right. If you have weak landing pages with no proof and you pay Google or LinkedIn to send traffic there, you are just paying to amplify a broken system. You have to fix the kitchen before you pay for a billboard advertising the restaurant.
SPEAKER_00Which brings up a very pragmatic logistical question. The source mentions that SEO-led programs compound over six to eighteen months. If a listener only has 30 to 60 days to show their boss some ROI on this new strategy, what should they be pointing to? Just operational traction and tighter briefs.
SPEAKER_01In those first 30 to 60 days, you are proving operational traction, not massive revenue spikes. You show leadership, the prioritized roadmap. You present the clarified risk tiers and the improved briefs.
SPEAKER_00What about actual website metrics?
SPEAKER_01For quick, tangible wins, you focus on the mechanics, fixing broken internal links, optimizing the conversion pathways on the pages that already get high traffic, and establishing that measurement baseline.
SPEAKER_00So success in month two is just demonstrating that the team is executing with surgical focus rather than committing random acts of content.
SPEAKER_01Exactly. It's about showing leadership that the kitchen is finally clean, the prep stations are organized, and the orders are flowing logically, even if you haven't earned your Michelin star quite yet.
SPEAKER_00I love that. Treating your content as a business capability with an actual operating system behind it, it's really the ultimate shortcut. It is how you turn a cost center into a compounding asset. Precision, hard proof, and continuous life cycle maintenance are the real keys to winning over expert buyers.
SPEAKER_01It absolutely requires discipline up front, but the payoff is a system that actively educates your buyers, reduces your support costs, and drives qualified pipeline while you sleep.
SPEAKER_00I couldn't agree more. Now before we go, I want to leave you with a final thought to mull over. Something that builds on everything we've just discussed. Think about the articles, guides, or help pages your company has live right now. If you audited them tomorrow, how many would actually be classified as a liability rather than an asset? And, more importantly, what is the very first piece of content you would immediately retire?
SPEAKER_01Oof, that is a great question.
SPEAKER_00Until next time, keep digging deep.