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Content Strategy for the Web by Kristina Halvorson

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3. Discipline

WHAT IS CONTENT STRATEGY? Is it a practice? A document? A marketing plan? An umbrella term for a mishmash of quasi-related activities and deliverables?

What does it look like? Who’s responsible for it? How is it implemented? Can we measure its success?

I mean, seriously. Do we really need content strategy?

Yes. Yes, we do.

Content Strategy’s Time has Come

Since the web began, we’ve all been taught that web content is really somebody else’s problem (“the subject matter expert can do it,” “we’ll hire a contract writer,” “the users will generate it”). So, no one really worries about content until the last minute.

Do you think it’s a coincidence, then, that web content is, for the most part, crap?

No one is asking ...

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