Every company wants to reach as many people as possible. Theoretically, we all know what it takes to attain that goal: relevance. Building and maintaining relevance enables a company to reach growing numbers of people in the long term. The real problem is how to achieve that relevance: when is a company relevant? Most companies struggle with this concept. One of the techniques used to solve the conundrum is connecting with consumers. Consumers who are given the chance to help write and construct the content are more likely to consider that content relevant.
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