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Content Strategy for the Web by Kristina Halvorson

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2. Problem

FOR WEB CONTENT TO BE SUCCESSFUL, it needs to meet users’ needs and support key business objectives. But visit any website, and you’ll discover that much of the content doesn’t remotely accomplish either of these goals. It’s unnecessary. Overwritten. Irrelevant. In the way.

It’s not that companies don’t want to deliver useful, usable, persuasive web content. It’s that most of us simply lack the process, tools, and resources to get content right. And yet, the web is content. Content is the web. Doesn’t it deserve more of our time and attention?

The Truth Hurts, But Pain Is Gain

There are several problems that have contributed to our current web content crisis. This chapter will shed light on some the most prevalent ...

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