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The Content Advantage (Clout 2.0): The Science of Succeeding at Digital Business through Effective Content, Second Edition by Colleen Jones

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3 Develop a Content Vision

Define a vision to inspire and guide yourself as well as your stakeholders, partners, and team.

“WOULD YOU TELL ME, PLEASE, WHICH WAY I OUGHT TO GO FROM HERE?”“THAT DEPENDS A GOOD DEAL ON WHERE YOU WANT TO GET TO,” SAID THE CAT.“I DON’T MUCH CARE WHERE—” SAID ALICE.“THEN IT DOESN’T MATTER WHICH WAY YOU GO,” SAID THE CAT.

—Lewis Carroll, Alice’s Adventures in Wonderland

Doing content well starts not with strategy but with vision. Let’s explore content vision and how you can develop one.

Content Vision Is Your Future Destination

Ever since Stephen Covey’s The Seven Habits of Highly Effective People rocked the business world, vision has been important to business. Covey notes

All things are created twice—first mentally, ...

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