You know you need to create content. Even if you have an outside consultant helping you put it all together, a fair amount of the basic work needs to be done by you. It will remain an insurmountable pain in the you-know-what unless you take charge! We have found the easiest way to do this is to create an editorial calendar. After all, the old newspaper may be slowly dying, but that doesn’t mean journalism is. People are insatiable when it comes to gathering information they are interested in.