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Empathy Mapping: The Secret Ingredient of Content Strategy You Can’t Overlook

Even though I went to college for creative writing, I love data. In night school, I’d pore over the Football Insider’s Almanac—a bible for football nerds thicker than War and Peace—to inform the $20 bets I’d make on a sketchy offshore betting site. FiveThirtyEight has been on my bookmarks for a decade, even as Nate Silver has become increasingly insufferable on Twitter. Calculus killed me, but AP Stat was like a playground.

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