Managing Enterprise Content: A Unified Content Strategy, Second Edition

Introduction

A unified content strategy is about much more than just content. It’s about how you create content once and how you publish many times from that content. It’s about pulling together the best practices, guidelines, and content structure your organization needs to enable you to rapidly design, build, test, and deliver a customer-centric content experience across many channels.

It’s about looking back at what worked and looking forward to what can work even better. It’s about using all the resources you have in your organization: your people and teams, your departments, your technology, your vendors, your assets, your customers, and the content you have already created and will be creating.

A unified content strategy places the emphasis ...