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For B2C Marketing Professionals

Use A Content Strategy Template To Ensure Content Serves Both The Business And Customer

Businesses Need To Cultivate Clear And Standardized Approaches To Why And How They Make Content

March 16, 2020

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Why Read This Report

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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Table of Contents

  • Your Content Strategy Is Either Far Too Ambitious, Or Not Enough
  • Use A Content Strategy Template To Balance Rigor With Agility
  • A Content Strategy Template Starts With Specific, Systematic Outcomes
  • Outcomes Fuel Robust Requirements In The Content Strategy Template
  • Requirements Dictate People, Process, And Technology Decisions
  • Two Levels Of Governance Support Optimization And Efficiency
  • Recommendations

  • Lay The Foundations For Consistent Content Strategy
  • Supplemental Material
  • Related Research Documents

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