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Content strategy is a plan

From Kristiana Halvorson:

“The most important thing to understand is this: Content strategy isn’t a bunch of tactics. It’s a plan.”
“It’s a well-founded plan, fueled by your business objectives and user goals. An achievable plan, created with your current business reality, content assets, and limited resources in mind. A future plan, for what’s going to happen to your content once you send it off into the world. And, most importantly, a profitable plan, where your measures of success ultimately have impact on your organization’s bottom line.”

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