The document discusses developing a core content strategy that sets long-term directions, ensures all activities work together toward the same future, and is flexible, aspirational, memorable, motivational, and inclusive. It should be based on brainstorming ideas around achieving goals, defining the organization, and actions to take using a concept called "Achieve-Be-Do." The strategy should stretch the organization and sound inspirational rather than focused on today's realities. It should come from inventive ideas and differentiate the organization in a short, memorable statement.

1. Chapter 7

2.  It sets the long-term directions for all of your
content-related initiatives
 Ensures all activities, big or small are working
together toward the same future

3.  Flexible
 Aspirational
 Memorable
 Motivational
 Inclusive
 Content is a team sport- the key is to take
your teams opinions into account.

4.  BrainTraffic’s LeeThomas helps define core
strategy using a concept he calls “Achieve-
Be-Do.”
 Achieve
 Be
 Do

9.  Once you brainstorm all the Achieve-Be- Do
tactics and solutions then ask yourself:
 What do these tactics have in common?
 What are the business or cultural themes
underlying them?

10.  What about these tactics or immediate
concerns prohibits us from doing better,
cooler stuff?
 If I didn’t have to do this stuff, what would I
like to do with our content instead?
 If I had a magic wand, and I could instantly
solve these problems, what would I do next?

11.  Core strategy shouldn’t be based in today’s
reality.
 Achieving it should be a stretch for your
organization, something to aspire to and
build toward.

12.  Your brainstormed ideas should sound less
like… Get onTwitter
 And more like…
We’ll meet our online customers wherever they
are, providing them with the service they
deserve, when they need it most

13.  It is where all the unique and differentiating
ideas- like the core strategy come from.
 It is all about inventions.
 Content strategy can’t be done without it.

14.  Your core strategy can be as short as a
sentence– as long as that sentence holds
meaning for your whole team.
 It can be a graphic with a caption.
 The key is to be short, memorable, and
focused on your content.

15.  An annotated sentence diagramed to represent
your strategy.
 You want to make sure the sentence sounds the
way you would normally talk to your peers.
An Example:
 Curate, an entertaining, online reference guide
that helps stressed-out law students become
successful practicing attorneys.