image Chapter 2

Making the Case for Content


As one of the first steps in developing content and creating a content strategy, you need to understand the business objectives of your company or institution. This may include learning about sales cycles, different types of media, and expected achievements. Once you are prepared with that information, it is time to approach the executives, or C-suite, to convince them to support your content management and development efforts. It is vital to learn about how the C-suite thinks and what is important to them before approaching that team. Once you present your ideas, be prepared for their objections. ...

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