“View content less as a means of transacting relationships and more as an opportunity to make them flourish. With that perspective, you will be more likely to take the time to craft content that cultivates deeper relationships with your customers—and that can transform them into your advocates.” – Colleen Jones

Read Colleen’s article “Using Content to Grow Customer Relationships” for more thoughts on the importance of solid web content.

1. Content is not a nice-to-have extra. Content is a star of the user experience show.
2. Technology creates the context for persuasion, but content persuades
3. Our websites help people help themselves—and the people around them—by guiding them into good decisions
4. Investing in the customer experience turns customers into advocates
5. Manage the task the user wishes to complete, not the content or technology