The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right, 2nd Edition

Chapter 1

Identify Problems and Opportunities

Your company, organization, or client likely has problems with web content. Those problems have probably impacted your productivity, profit margins, growth, or other metrics that reflect success. That’s why you bought this book. Or maybe someone gave you this book because you’ve been entrusted to find and fix content problems.

That’s the bad news. The good news is that all of us who work on the web have the same or similar problems. And those problems are opportunities to do something worthwhile, like make the Internet a better place.

In this chapter, I give you some ideas and tools for determining what’s wrong with your content, what role your workflow might play in what’s going wrong, and how to ...