Content Planning — from concept to specifics

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Content planning and preparation framework


Most people’s thinking about content is vague and incomplete.

Ask for content definitions before your next planning conversation. Listen for answers as “categories” and “formats.” (Even research analysts are guilty of this.)

Good definitions evoke an image that is consistent in the minds of everyone involved. But even the elements within categories and formats don’t meet this test.

This video introduces a more specific and detailed explanation of the concept “content.” It provides a framework for content planning / strategy that is simple, straight-forward, and extremely effective.


Related Information

For a written explanation of how to apply this framework, please see Small moves, smartly made, improve (unified) content strategy

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