The Essence of Content Strategy

by Arnold Burian

A video blog post for Centerline.

John Lane (VP Strategy and Creative) shares some thoughts on content strategy. At the most basic level, a well-formed content strategy can save you from trying to say everything at once. Planning out what information about your product (or service, or solution) will be most well-received in what point in the purchase process, in what mediums, in what specific language, and creating multiple touchpoints will always work better than trying to create a single magic bullet.

The original video is available here.

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