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Category Archives: The Magic Layer

Content Strategy: Can we just make it up?

By | October 11, 2011 |

“Just make it up,” I advised a client — actually the whole project team — when they were stuck and debating on how to proceed with part of their campaign. Silence. Uh-oh. The looks I got, I might as well have said, “Just throw your money out the window.” I laughed, but I couldn’t back down, because I meant it. I plunged on, “That’s what I do.” No Bibliography Required This fear or resistance of invention — of making something up — is holding a lot of us back. It’s as if we’re looking for a book or resource or…

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