Effective content takes time. If an organization skimps on this time, the content will suffer. And it is that content about its core work – the products, services, programs, resources, information, and tools — that provide its core value to its audiences, and its very existence. Therefore, it is critical for executives to understand that sacrificing a relatively small investment in content will result in a substantial reduction in the organization’s ability to meet its audiences’ needs and its business goals.