Yesterday I asked if your website is doing as good a job of selling as an experienced salesman would. A really good three-part article on The Connected Marketer talks about how to specify and create the content which actually meets the needs of your prospects. Content Mapping 101 helps you define the different people who you might be wanting to interest, and the buying stages they might be at. From here you can ensure you develop the material to answer the questions they’re going to have. Yes, it’s a big task, but isn’t this going to be more productive a writing task for someone than yet more dull press releases?