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Content Strategy by Noz Urbina, Rahel Anne Bailie

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Thinking of Content Strategically

Readers may look at this heading and wonder how content can be strategic. Marketers might argue that keywords designed for search engine optimization are strategic, but that doesn’t make the content itself strategic. Content can be accurate or inaccurate, help or hindrance, easy-to-read or a hard slog, clear or vague, skimpy or detailed, convincing or lackluster, but strategic and content make an uneasy pair.

Thinking of content strategically means planning how to deal with content from cradle to grave, throughout the content lifecycle. As with most business lifecycles, there are inputs (analysis), outputs (production), and feedback mechanisms (reactions).

What makes the content lifecycle different ...

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