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  • 1. INSIDE THE MIND OF ACONTENT STRATEGIST 10 Things All Clients Should Know
  • 2. 1. CONTENT ISN’T COPY (OR VIDEO, OR IMAGES...) It’s ideas.
  • 3. 2. USER INTERACTIONS AREN’T ABOUT YOUR BUSINESS They are your business.
  • 4. 3. YOU SHOULDN’T WANT TO BE MY CLIENT We should both be focused on your audience.
  • 5. 4. KNOWING YOURPRODUCTS AND SERVICES ISN’T ENOUGHYou should know who you’re communicating with just as well.
  • 6. 5. YOUR COMPANY’S SILOS ARE NOT THE AUDIENCE’S PROBLEMThey expect all the relevant info, regardless of the organizational hoops you have to hop through to get it.
  • 7. 6. TECHNOLOGY CAN’T FIX BAD CONTENT Search optimization and content management tools do not fixfailing content. (They can help you make better content, though.)
  • 8. 7. IT DOESN’T MATTER IFCONTENT WAS EXPENSIVE OR HARD TO CREATE If it’s redundant, outdated, or trivial--it has to go.
  • 9. 8. A TWEAK TODAY BEATS A REDESIGN IN TWO YEARS If a few fixes will make a difference for your users, make themtoday. Don’t leave all your changes for sweeping overhauls--they take too long.
  • 10. 9. A NEW SOCIAL MEDIA EFFORT IS LIKE GETTING A PUPPYOnly take it on if you’re willing to give it the care and attention it needs to thrive.
  • 11. 10. YOU ARE NEVER FINISHED WITH CONTENTWhen you think you’ve done everything, it’s time to start optimizing!