Everyone has their selfish reason for wanting good content.Everyone.You can accept the line PR says is the answer... or you can dig for the real answer.

The secret.

Their, "What's in it for me?" reason.

If it's only about revenue, they should be running an ice cream stand.

Stefan Palios came by to help us dig in on finding the deeper reason clients are investing money in content, and give them what they actually want.

💬 Here are some of our favorite quotable moments. 💬

"The real core concept for me with content is to think about it like an employee... I like that framing because it instantly starts asking a question. 'What's the job description, what's it accountable for? Who does it report to? Why does it exist? How do we justify the budget?' Those key questions are going to inform so much development."