Chapter 2
THE STRATEGY LAWS
UNDERSTAND YOUR GOALS
Before we jump into the fun stuff, content creation and distribution, let’s talk about the critical step that precedes it: strategy.
Your strategy is what charts your course and gives your company something to rally behind. A well-defined strategy allows your organization and its teams to focus on the right actions and initiatives, saving the company time and money. Your strategy paints the bigger picture and aligns your business objectives.
Why is it important? Too often companies equate storytelling with content. They get caught up in producing a stream of content without considering the ...
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