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Focus your content with audience messaging cards
While personas represent your highest priority audience groups, they can’t possibly cover all the variants in demographics, topics of interest, basic content needs, or other elements that you’ll want to integrate into your content at times.
You’ll most likely find that some of your content is not targeted directly to a persona. In these situations where you’re communicating with an audience that isn’t fully represented by a persona, you can use audience messaging cards.
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“Content strategy is difficult. It’s hard to pin down, it’s vague, it’s a moving target. It’s expensive.” What excuses! Content strategy is difficult in the same way that losing weight is difficult. The process is not complex. It’s not hard to figure out what needs to be done. The challenge is in mustering the commitment and willpower to do it.
What kind of content leader does your company need?
In a job interview for a mid-level position, I was once asked “When you move into a senior role, do you see yourself as a strategist, a manager, or a practitioner?” Until that moment, I hadn’t realized that there are different paths that people can take to grow their skills and build their career.
Now, when I’m working with large organizations to help them articulate and hire senior-level content positions, I often come back to a variation of that question: Does your company require a strategist, a manager, or a practitioner?