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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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4 Analyze Your Content, Customers, and Context

Understand your current situation so you can plan the right change.

CHANGE BRINGS OPPORTUNITIES. ON THE OTHER HAND, CHANGE CAN BE CONFUSING.

—Michael Porter

YOU CAN’T STOP THE CHANGE, ANY MORE THAN YOU CAN STOP THE SUNS FROM SETTING.

—Shmi Skywalker

In Chapter 3, we walked through envisioning your content future. Now, let’s consider why and how to assess your content present.

Why Analyze the Current State

Never advise or decide on a content strategy without assessing the current state. Sometimes, companies question whether the assessment is necessary, especially if they are eager to make a big change or do not have much existing content. You might question the need for such analysis or, if you’re ...

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