Introduction: Why Content Matters
Abstract: To create and maintain a strong online publishing structure for content, you must follow seven rules. These rules—from the first “Should we change the content on our website?” to embracing an iterative process involving stakeholders (early and often), knowing which content to create, how to do it, how it has to perform, knowing your audience, and making content governance a priority—will guide your content efforts. This text will guide you from that first question to an adoption of a new way of thinking about content, your audience, and the sales cycle.
Keywords: content marketing, online publishing strategy, content strategy, content management, branding guidelines, content governance, sales, iterative ...
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