Content-tious Strategy
http://www.alistapart.com/articles/contenttiousstrategy/

Macintyre, Jeffrey
List Apart, A
2008

Abstract:

It’s an open secret in our daily work how often the challenges posed by content elude our collective talents and acumen. We’ve all been there. For me, lorem ipsum makes it personal. It personifies the proposition at the heart of what content specialists do and mocks how often the manifold complexities of content can get the better of all of us. It’s happening because we haven’t been talking.