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This research began with the hypothesis that top-down content strategy, decided centrally, is a dead end. But our analysis reveals that content strategy from the bottom-up doesn't work either. Instead, leaders must cultivate a shared, modular template for content strategy across the business to ensure that content consistently supports business goals that span both company and customer contexts. This report describes the rationale for such a content strategy template, defines its components, and advises marketers on how to get started.
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