You can almost hear Dieter Rams reading this article in his thick accent.

“Good content is user-centered…

Publishing content that is self-absorbed in substance or style alienates readers. Most successful organizations have realized this, yet many sites are still built around internal org charts, clogged with mission statements designed for internal use, and beset by jargon and proprietary names for common ideas.

If you’re the only one offering a desirable product or service, you might not see the effects of narcissistic content right away, but someone will eventually come along and eat your lunch by offering the exact same thing in a user-centered way.”

http://www.alistapart.com/articles/a-checklist-for-content-work/