Filter or Be Flooded: Do You Need a Content Strategist?

The first time I noticed the word "Content" had changed, I was being ushered into the inner sanctum of Zappos by a woman answering phones in an Elvis costume. Why is there a content department at Zappos? Don't they sell shoes and other nifty stuff? Well, it turns out, at Zappos the folks who make images, text, and product information for the Web site are working with Zappos "Content." Makes sense, in a Zappos kind of way, I thought at the time.

But in the eight months since that visit, the...