Chapter 11

Set Your Content Compass

OK. Stop and breathe for a second or two. You have accomplished a lot so far. You’ve done all the right things to make sure you know what your organization or client is trying to achieve. And you’ve diligently made sure everyone who matters is on board with those goals.

Now you’ll define your content compass, which gets specific about the following:

  • The purpose of your content, including relevant business goals, prioritized audiences, and content objectives

  • The concepts your content should communicate to fulfill that purpose

  • How you’ll measure whether your content is working and how you’ll communicate your findings

Before we start pulling together your content compass, I’ll talk about how your project’s ...

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