Since the beginning of the web, we've heard that phrase "content is king." Too often, however, web content is simply repurposed print content. The web requires us to rethink, retool, rewrite, and reproduce traditional content. Why? Because the web's not print. It's not always linear. It's always interactive. Or should be.
Web content need not only be about delivering information. As its publisher, you need to have content drive specific actions from your readers. In exchange for providing value to your reader you deserve value in return. Action-oriented content is engineered to acheive a balance between what your reader wants and what you want.
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