The doctor’s words still echo in your mind. Your fingers tremble as you sit down to learn more about the diagnosis your loved one just received. You know there’s a long road ahead, and finding out more about the disease is the first step forward. You have the internet and the pamphlets the doctor handed to you in the waiting room. You’re all set. Except you’re overwhelmed, emotional, and you can’t understand most of it. This might be a dramatic way to get into how to improve your content, but it’s an apt example of the challenges most businesses face.…

This story continues at The Next Web