OKAY! CONTENT! This is going to be an easy, breezy chapter, because as we’ve been saying all along, content isn’t really that hard to do!
Heh. Just jokin’. But it will be a fun chapter, because now we’re going to explain how to define the content components of the content strategy quad. We’ll walk you through the decisions you’ll need to make, including:
• Substance: What content do you need and why?
• Structure: How will your content be prioritized, organized, formatted, and displayed?
As you read through this (gigantic) chapter, please remember: When you make a choice about one component of the quad (like substance, for example), ...