One of our prospective clients recently used a nice turn of phrase about their existing content, “Our content is too long and too late.” The bad news for Hub content—unlike both Hero and Hygiene—is it cannot be easily outsourced. It’s almost an oxymoron to have “authentic” content written by a third-party and the expertise is also best found in-house. That is, after all, the thing that is being demonstrated. The good news is that Hub content doesn’t need to be overworked, indeed it will become less valuable the more “by committee” it becomes—less authentic and too slow.