Content strategy is, in fact, the next big thing

“Content strategy is more or less on the same trajectory as social media was three years ago. Why? I think it’s because the reality of social media initiatives—that they’re internal commitments, not advertising campaigns—has derailed more than a few organizations from really implementing effective, measurable programs. Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it.” (Kristina Halvorson)

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