Good content has what we call "a long tail" – particularly when it’s on a digital platform. It lingers out in cyberspace waiting to be found by consumers – when it's done well. So much is said about keywords and meta data that people can get tied up in finding the right words – instead of the right message. After all, there’s not much point of people finding an article about your business if they don’t read it, or don’t act on it (and buy your product). I had the pleasure of