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Content Strategy: It’s All about the Journey

Marie Girard | Lecture, 1. day

Strategy is the art of combining purpose with appropriate tactics to reach a measurable goal. Because information has so many ties with people, technology, and processes, we sometimes lose sight of the purpose behind what we produce; we might create content because a manager requested it, because the CMS requested it, or because a check box in a process requested it.

Adopting a sound content strategy forces us to keep the focus on the user journey with a product or service, and to create content based on how we best serve users at each stage of the journey. This session will explore how content models and journey maps will help you create purposeful, strategic content.