Quoting Experts Does Not An Expert Make

You actually have to do the work.

Photo by David Garrison: https://www.pexels.com/photo/woman-holding-her-head-2128817/

Years ago, a slew of bloggers found it fashionable to write about brand building. They slapped up SEO-drenched articles, published them in “marketing” publications, included quotes from “experts,” and earned legions in coin and followers.