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The Elements of Content Strategy by Erin Kissane

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Introduction

“Content strategy is to copywriting as information architecture is to design.”

—Rachel Lovinger

“Content strategy plans for the creation, publication, and governance of useful, usable content.”

—Kristina Halvorson

In the web industry, anything that conveys meaningful information to humans is called “content.”

Every website has content. Companies with three-page websites probably only need a writer. But those with hundreds or thousands of pieces of online content need someone who can stand back and figure out what all that content should communicate. They also need someone to decide how best to communicate it, who should make it, and so on—a sort of combination editor-in-chief and air traffic controller. They need a content ...

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