If you embrace content strategy as a way to fuel communication between a brand and its target audience, you need to know that audience...and you'd better know the brand.
How do you define your hierarchy of communication goals? How do brand attributes apply? How do you articulate a message architecture across different platforms and time? First things first: message matters. We'll put the cards on the table and discuss what you can do to own it.
Presented at Confab, #confab, May 9, 2011.