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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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5 Play to Win

Synthesize your analysis and vision into a winning content strategy.

STRATEGY IS THE STARTING POINT FOR A TRANSFORMATION THAT NEEDS TO OCCUR AND HOW THAT COMPANY MUST CHANGE TO WIN.

—Lynne Doughtie

I SUGGEST A NEW STRATEGY, R2: LET THE WOOKIEE WIN.

—C3PO

In Chapter 4, we reviewed how to conduct an analysis to inform your content strategy. By now you might wonder, “So what does all this information mean for my content?” We’ll answer that question and more in this chapter. To start, let’s talk about what content strategy isn’t.

Content Skills + Best Practices ≠ Content Strategy

I’m a big fan of tennis, a sport that has existed in some form since 1873. I love watching it, and I really love playing it. One reason tennis has enthralled ...

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