image Chapter 3

Constructing the Conversation


Our audience expects the content we create to perform like magic—to be where they want it, when they want it, and how they want it. For us to meet those expectations, we need to create a framework for our content that allows it to be flexible, move freely around the various formats in cyberspace, and jump to the front of the line when the audience wants it—to be successful in making sales and meeting achievement goals. That framework design will, to a large extent, depend on how we intend to create the content, and for that there are many options.


content framework; co-created content; aggregated ...

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