The document discusses the problem of redundant, outdated, and trivial (ROT) content created by brands. It notes that many brands focus on creating more content without proper strategy, governance, or measuring performance. This results in piles of poorly performing content. The document provides tips for identifying ROT content, such as redundant pages from different years. It recommends cleaning up ROT content by auditing all content, removing what isn't useful, and implementing governance for future content creation, including clear stakeholders and processes. The goal is to improve the customer experience by focusing on quality over quantity of content.