Chapter 1

How content strategy can help

Opportunity versus priority

Today, more and more brands—and individuals—embrace the role of publisher. Great, right? Content is king, everyone gets a crown, and who doesn't love a good coronation? Organizations that formerly just sold now also teach, inform, connect, and motivate in order to make a friend—and ultimately, make a sale. We share the CEO's latest insights, publicize project ideas for our products, and go on and on about the virtues of the vegetables the chef's preparing tonight.

That's fine, but a few whitepapers or recurring blog posts do not a publisher make. Kristina Halvorson, president of Brain Traffic and savvy patron saint of content strategists everywhere, offers this perspective: ...

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