When it comes to content strategy for the web, Kristina Halvorson wrote the book. Literally. Now in its second edition, Content Strategy for the Web is widely recognized as the go-to resource for content strategists all over the world. Kristina is also the CEO and Founder of Brain Traffic, and the founder of the Confab conference series.
We sat down with Kristina in advance of her upcoming keynote presentation at Content Marketing World (September 8-11) for her no-nonsense, no-holds-barred-or-prisoners-taken opinion on the current state of content marketing. Read on for her thoughts on challenges content marketers face, how to really listen to customers, and why a sensible marketing approach is better than a sexy one.
When you first founded Brain Traffic, were you planning on becoming a content strategist?