Kristina Halvorson, founder and CEO at Brain Traffic
As the author of "Content Strategy for the Web" and founder of the content consultancy Brain Traffic, Kristina Halvorson has built her career around connecting with audiences and users and spurring them to action. In this chat with Intercom managing editor John Collins, she explains the evolving definition of content strategy, how it intersects with content marketing, the common mistakes many startups make with content, and more.