“One of the things that stands out for me in any consideration of ‘content strategy’ is that it is centered upon the business goals of the organization. It sounds almost painfully obvious but grim reality shows us that it is not as obvious as it sounds. A content strategy should bring to the fore the idea that the content must be expressly designed and developed so as to address specific business objectives. This content must also, it follows, be designed to work with and leverage the tools that are being used, such as the search technology that a customer or prospect is most likely to call upon when looking for an answer. (…) the content strategist must take on board a raft of considerations and then chart an efficient and effective path of content investment.” (Joe Gollner ~ The Fractal Enterprise)