This essay originally was published on January 14, 2021, with the email subject line CT No. 91: "Put this in your deck and pitch it," alongside a review of database/spreadsheet software Airtable.

Many of us in the content business are planning for 2022. Everyone's taking a hard look at their resources: how have we done? what's working? and what are the prospects for the future?

Big tech moves are influencing our future plans. Google's latest updates are surfacing surprising changes; Apple's mission to be a privacy stronghold is up for debate; and Facebook is picking fights and throwing random data everywhere to rebuild their image... and maintain their personal data-based display advertising cash cow.

What can brands and media companies do to stay on top of it? Invest in owned platforms, beginning with your website, the source of facts about your brand.

Here's my advice for your website content/marketing to rise to the top in 2022, no matter your content business model.

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