But Nobody’s Strategy

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That Process Usually Starts With A Small Team – Or Even One Person. Next, A Leader Somewhere In The Company Establishes A Set Of Overall Themes Or Campaigns To Communicate Value. Then, Those Priorities Make Their Way To The Edges Of The Organization, Where They Are Transformed Into Content (With Varying Degrees Of Efficiency).at Least, That’s The Way It’s Supposed To Work.spoiler Alert: It Usually Doesn’t.ideas Are Invisible Until They’re Contentbusinesses Often Fall Into The “content Strategy Trap,” Where Content Is Everybody’s Job


And That Leads To A Challenging Workflow And Problematic Outcomes.a malaysia phone number material Slow Or Strict Content Workflow May Prompt The Public-facing Edges Of The Organization (I.e., Sales Teams, Regional Offices, Customer Service Reps, Or Pr/comms) To Seek A Different Solution. They End Up Creating Their Own Content Based On What They Think The Main Messages Are. A Push-pull Battle Ensues Where These Public-facing Teams Create Content To “get Stuff Done,” But Content Leaders See Them As Going Rogue.



In Contrast, A Lax Or Frequently Changing Approach (Where Priorities And Themes Shift Often) Causes Teams In The Middle (I.e., Brand, Marketing, Digital) To Resort To Patching Things Together. But The Ideas From All The Various Groups Doing The Patching Rarely Pull Together To Create A Meaningful Whole.in Both Situations, All Practitioners Face The Same Challenge – Visibility. They Can’t See What’s Coming, Who’s Doing What, Or Even What’s Working. Fear Of Collaboration Sinks Content Initiativesthat Missing Visibility Comes From The Lack Of A Proper Content Strategy.