I recently helped a company prepare for a website relaunch. The assignment sounded straightforward: sharpen the positioning, update the product messaging and create a website that better reflected what the company offers today.
Content Debt: The Marketing Risk Hiding In Plain Sight
Law firms often think of brand messaging as the language on the current website or in the latest pitch deck. Prospective clients, recruits, journalists, search engines and AI systems don’t see such neat boundaries. They see what’s available. Your newest message is always competing with your oldest accessible content.
By
Cindy Kremer Moen
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