Why brands often create boring content

"The greatest danger for businesses is to say something that no one cares about, and no one reads," according to Matt McGregor. In an effort to wean themselves off platforms build genuine ongoing connections with audiences and create truly engaging content, companies are now upping their investment in brand publishing. They're borrowing from journalistic habits and marrying those with great design to create experiences capable of building loyal and engaged audiences. Toolkits spoke with McGregor, director of content at Shorthand, which provides tools that help brands create immersive and engaging content experiences without the headaches of expensive in-house developers. McGregor, who also operates Shorthand’s own publication, The Craft, spoke to us about the mov