Some content snippets from our forum "that spoke to me". Why not add snippets that spoke to you?

I haven’t provided attribution because so many people shared similar great ideas and curated the same useful quotes. This is crowd-sourced content in action. What would add even more value is a quick way to find those nuggets and gems. Did you notice the thread suggestions offered by Coursera? Nice touch…but it’s the nuggets buried deep inside a long post that are are some of the best.

Why not add snippets that you found useful?
Enjoy.
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First a summary of Prof. Lavine’s golden rules:

• Content Strategy tells people what they want and need to know in ways that are credible, trustworthy and transparent.


• Content strategy is crafted to help a target audience be better informed and smarter.


• In contrast, Content Marketing is explicitly crafted to drive specific, profitable customer action.

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• Content strategy is to copywriting as information architecture is to design.


• Content is story. And content strategy is storytelling.


• You are not trying to drive action, which is measurable, but understanding, which is harder to quantify


• Content marketers draw on the wall with magic markers, while content strategists use fine pens.


• content strategy is the recipe and content marketing is the actual baking.


• Content Strategy is the creation, publication, and governance of useful, usable content


• Content strategy incorporates the planning aspects of managing content throughout its lifecycle, and includes aligning content to business goals, analysis, and modeling, and influences the development, production, presentation, evaluation, measurement, and sunsetting of content, including governance


• A couple of years ago there were a lot of commercials that used fear-based appeal to attract the audience…at some point people started ignoring scary messages, and thus advertisers reconsidered their tactics…


• engaging the audience through storytelling


• Your strategy is showing…Coke flipped the notion on its head


• The content marketer draws the story and plans the channels that will be used to develop the customer relationship with the brand.


• The content strategist ensures that story, language, and management processes work consistently and efficiently across multiple teams, languages, and every publication the brand leverages.


• The ideal of journalism is a quest for truth. Marketing is the quest for a product’s “truth.” …the best marketers are on a journey to know how their company’s goods and services exist in the hearts and minds of their customers…their job is to express that consumer truth to the best of their ability.