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You're reading: Digital Tonto: Content strategy vs. content skills

Possibly, that’s because I’ve spent a large portion of my career in publishing, shared a lot of time with other publishers, gone to conferences, the Stanford Publishing Course and never, in all that time, heard of such an animal.

Nevertheless, marketers seem to be quite excited by the idea. Content is becoming a hot area and so would seem to require a strategy. Unfortunately, as I mentioned above, I don’t know what a content strategy is. However, after being involved in dozens of successful media launches over my career I do know how to publish. Here’s how it’s done.

A publisher always starts with a mission: to inform, excite or inspire an audience about a particular subject. That could be heady subjects of import, like news analysis or business strategy, simple guides and tips that make life a bit easier or emotionally driven stories that can make us laugh and cry.

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