Many companies adopt a strange attitude towards content, adopting the attitude that it’s simply there to fill pages. It doesn’t help you do things, it’s creation is often disassociated from it’s use and its only use is it’s contribution to shortening the attention span of your user.
One of the greatest challenges I face is convincing companies the importance of, and managing the completion of, information-based tasks.
Why do people come to your website? What are they trying to do? Are you leading them down the road you want them to travel both with content and imagery?
We must reconnect information with its purpose and we must get to grips with our demographic.