Content ... The world—and especially the world-wide-web—turns on content. From commerce to collateral, branding to blogging, management to marketing, content makes the world go round. Why is so much of it so bad? The simple answer is investment. Good content costs … time, effort, and money. Or does it? The most valuable elements of any content are communicative clarity and rhetorical persuasion. Is it clear? Does it sell? A “no” to either question (and most content fails miserably at both) inevitably spells disaster. In other words, it isn’t good content that costs … it’s bad. My mission is simple: to save the world from bad content. Salvation … Every piece of content — from blogs to videos, emails to podcasts, ebooks to infographics — must answer two questions: 1. What hell does it save from? 2. What heaven does it deliver unto? That might sound a bit theological, but it’s the most visceral way to make your content about them ... not you. Self-centeredness is a plague. Good content rescues its audience. It solves real problems for real people by delivering real value.