Commercial: Content strategy is back! Back! Back!

According to Brain Traffic at least. The stats appear persuasive.

But why now, I hear none of you cry. Well:

Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it.

This insight gladdens the jaded old hack in me no end. Most brands could learn a truckload from looking at the Beeb, Guardian et al, not just for web design ideas, but ways in which they actually engage with their community of readers, and increasingly, vocal audience.

Oh, and that really does mean that your brand will need to have a point of view. If you've not got one, find one, pronto.