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ERIC Number: EJ1016804
Record Type: Journal
Publication Date: 2013-Mar
Pages: 5
Abstractor: ERIC
ISSN: ISSN-0748-478X
Managing Content, Managing Change: Content Strategy is Vital for Effective Communications
Fernandez, Kim
CURRENTS, v39 n3 p18-22 Mar 2013
When a website has become a virtual storage closet rather than a place where useful, usable content is created, published, and organized, there is a problem. If audiences cannot quickly and easily find what they are looking for when they visit a website--and are not interested in what they find when they get there--they will get frustrated and leave. Making sure they can get what they came for--and discover reasons to stay--is where content strategy comes in. In this article, the author describes: (1) How to get results using content strategy; (2) How to ensure that content producers understand why content strategy makes sense and how it will improve the content and storytelling on the website as well as other communications channels; and (3) How to incorporate the growing use of mobile devices and the push toward responsive web design.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Reports - Descriptive; Journal Articles
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A