Recently I was a speaker at the December meeting for the Chicago Chapter of the Association of Accounting Marketing. It was a great opportunity to connect with AAM members in another city and engage them in discussions about their websites and digital marketing efforts. A good portion of the presentation focused on quality content — what it is, how it is developed, and how firms of any size can build a process and structure to generate such content. Obviously, the majority of marketing professionals understand the need to publish quality content, but often they are challenged because very few have the resources and tools in place to do so. In fact, due to circumstances beyond their control, they are often required to settle for less than optimal content because it’s the best they can do. Having worked in several firm’s myself, I can certainly understand how subpar content exists and is published, however, what’s more, important is to have a clear understanding of quality content so that marketing professionals can move the firm’s towards it.