Chapter 3: Tools and Techniques

The day-to-day work of content strategy confuses people for a reason. The things we do change from project to project and run the gamut from the purely analytical to the highly creative. In an industry in which the efforts of visual designers, information architects, front-end developers, and content creators can be seen center-stage when a new website launches, content strategy is a fundamentally backstage discipline.

You can’t see it or click it. It’s unusual for a website visitor to be able to point to a feature and say “that’s the result of smart content strategy!”

Perhaps because of this opacity, I’m tempted to define the practice of ...

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