7. Core
CONTENT STRATEGY is a bit like going on a trip. If you’ve done your audit and analysis, you know where you’re starting from. With alignment, you’ve ensured your travel companions are ready to go. But, before you start planning the specifics of your journey—you need to answer one extremely critical question: What’s your destination?
Back in Chapter 3, we introduced the content strategy quad. Right in the middle of that bad boy is the core strategy. The core strategy is what connects all the other components of your content strategy together: It provides the all-necessary “guiding light” that keeps you moving in the right direction, no matter what might happen along the way.
In this chapter, we’ll answer three questions:
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