1. Why your approach to content alignment hurts your results

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      The long-prevailing wisdom is to align content to the customer’s buying stage and/or the sales process stage. This approach reflects an outdated content alignment and management mindset. Yes, we all long for simpler days of old. It’s the folder mindset that says, “we need to group content within hierarchical folder categories.” Buying and selling stages are a rather obtuse concept. Few content users or their audiences really know or think about what stage of the decision / selling process they’re in. The Gartner Buying Journey model below shows a more realistic reality. So, aligning content to the yellow box stage doesn’t accomplish much. It probably contributes to confusion and difficulty finding exactly the right asset, quickly. This simplistic thinking also causes you to miss content requirements that a more rigorous approach will identify. Asking, “how will my content users go about looking for content?” is a better approach. This is what should be...

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