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The content strategy question cycle

The content strategy question cycle

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What kind of content should we create? Inevitably, this one question leads to more – as it should. The answer to the question of what to create is this:

You should create content that

  • addresses the needs of your top-priority audiences
  • speaks in your organization’s voice
  • uses terms that the audience knows
  • is findable
  • is in a format that works for them
  • that you know is likely to be successful

This is actually, then, multiple questions:

  1. What kind of content should we create?
  2. How will we get it done?
  3. What will we do after the content is created?
  4. What structures do we need to support the content work?
  5. How will we know it’s successful?


Content Strategy Roadmap

This is the process for a complete content strategy effort. The end result of this process is that

all of an organization’s content is created, managed, and governed in holistic, effective manner.

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