Splashing out on your content XI  You might've noticed a certain
distractedness in your friends and colleagues recently. You may
have even picked up that this happens every year around this
time.  It's squeaky-bum time, the end of the football season,
and it matters...a lot.  This is when the trophies are decided,
when you get to find out if you'll be making away trips next
year to Villa Park or Vale Park, if your season might be
extended into the play-offs and a potential make or break trip
to Wembley.  Are you going to be able to claim bragging rights
over your local rivals or have months of trying to change the
subject every time the beautiful game comes up in conversation?
When you’re putting together an enticing online proposition and
battling against the key competitors in your industry, is the
content on your website pushing your business towards glory or
are you in danger of relegation?  There's a chapter in Why
England Lose (by football writer Simon Kuper, and sports
economist Stefan Szymanski) that