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The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right by Meghan Casey

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Chapter 6. Understand Your Business Environment

In a recent client stakeholder interview, I asked the question “How do you decide what products to offer?” There was a long pause. And then she asked me, “Why do you need to know that if you’re just helping us with our content?”

She wasn’t being defensive, nor was she upset about the question. She was just genuinely confused about why I would care. Many people who create content or build the experiences in which content is the central focus don’t ask such questions, which is part of the reason our websites, applications, and so on are in such rough shape.

To make strategic recommendations about content, you need to understand the business. If you don’t, you’re more likely to recommend solutions ...

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