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Content Strategy by Noz Urbina, Rahel Anne Bailie

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Turning Content into High-Value Assets

To strengthen their brand and to be more cost-effective, organizations need to turn their best content into high-value assets. We have already discussed ways to amplify the impact of content. By creating high-value content assets and presenting them in contexts that help users be successful, organizations can deliver content that is an integral part of the user experience they want consumers to have.

The HP site in Figure 11.3 is an excellent example of content that has been strategically structured to be more useful to the customer. In all likelihood, this approach has reduced service calls. It’s not about creating more content. HP’s web pages gather content into a single product portal. Same ...

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