I wrote ‘Lean Content’ to help businesses find their own way through digital marketing. Content marketing is currently very popular, and rightly so. But many businesses either don’t know how to build a loyal fan base through consistent, quality content or adopt a scattergun approach to publishing content, which often generates limited return. A healthier, simpler approach is to think carefully about your customers’ needs, where they spend their time online and to structure a new programme of content that is useful, nourishing and lasting.