A unified content strategy is about much more than just content. It’s about how
you create content once and how you publish many times from that content. It’s
about pulling together the best practices, guidelines, and content structure your
organization needs to enable you to rapidly design, build, test, and deliver a customer-
centric content experience across many channels.
It’s about looking back at what worked and looking forward to what can work even
better. It’s about using all the resources you have in your organization: your people
and teams, your departments, your technology, your vendors, your assets, your
customers, and the content you have already created and will be creating.
A unified content strategy places the emphasis on “unity”—people and technology
coming together to produce content that serves the needs of everyone who reads
and uses that content.
Is this an easy task? No. But it’s a necessary one as organizations battle it out in
competitive markets for the attention of their most precious resource—their
In this book, we will explore all the aspects of creating a unified content strategy.
We’ll show you the pitfalls to avoid, and we’ll explain what you can do and how
you can do it to create a unified content strategy that serves your organization’s
needs now and well into the future.