The document discusses some challenges of developing content including: - Content can be treated as a commodity and published without strategy or quality standards, leading to issues. - There are many steps needed to properly develop quality content such as auditing, analyzing, structuring, revising. Shortcuts can compromise quality. - Political and legal issues can introduce unnecessary complexity and distractions. - Developing a content strategy is a team process that requires collaboration, open communication, and addressing many questions to be effective.

1. Chapter 2:
Problems
Michael Rizzo
Gina Rohn

2. What is Good Content?
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Engaging
Informative
Well-Written
Organized

3. What is Bad Content?
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Over-written
Redundant
Irrelevant
Non-Searchable

4. 1. Content Is Treated Like a
Commodity
A Commodity is a marketable item produced
to satisfy wants or needs.
PUBLISH AS MUCH AS WE CAN!!!

5. ….then it becomes too much!

6. She can’t do everything…
…Let’s just have our users make everything
for us!

7. 1. Time is an issue
• We desire to deliver!
Strategy Time!!

8. Time is needed for:
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Audit
Analyze
Strategize
Categorize
Structure
Create
Revise
Revise!
Revise!!
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Tag
Format
Publish
Update
Archive

9. 3. The “Deadly” Choices
• “Oh yeah, I can do that!”

10. 4. Politics, everywhere!
• Rules and Review!
Is the language okay to be used?
The image of the brand well represented?
We need to add this distracting thing to it
because the law says so:
You agree that you will pay for all products you purchase through the Services, and that Apple may
charge your payment method for any products purchased and for any additional amounts (including
any taxes and late fees, as applicable) that may be accrued by or in connection with your Account.
YOU ARE RESPONSIBLE FOR THE TIMELY PAYMENT OF ALL FEES AND FOR PROVIDING
APPLE WITH A VALID PAYMENT METHOD FOR PAYMENT OF ALL FEES. For details of how
purchases are billed please visit support.apple.com/kb/HT5582.
Your total price will include the price of the product plus any applicable sales tax; such sales tax is
based on the bill-to address and the sales tax rate in effect at the time you download the product.
We will charge tax only in states where digital goods are taxable.

11. 5. It’s a LOT to HANDLE
• It’s a team process.
• Many minds, many questions.
Why content strategy?
What strategy is best?
Who can do what?
What is wrong with it now?
But really, the real question is:
Can we do it together?