Organizations create a number of marketing materials for multiple channels (Web, print, mobile). Content is frequently created and recreated and recreated for each channel. Content is typically written in Word, converted and rewritten for the Web, and handed off to a creative group or outside vendor to attractively lay out the content for print publishing. All of this requires multiple authors and often results in significant costs. Marketing campaigns frequently rely on content being distributed via e-mail with little ability to track its use, manage versions or easily make updates. And personalized marketing campaigns usually require copious amounts of rewriting to address each need.
About The Author
Known affectionately as "The Content Wrangler," Scott Abel is an internationally recognized global content strategist who specializes in helping organizations deliver the right content to the right audience, anywhere, anytime, and on any device. He writes regularly for business and content industry publications, is frequently selected as a featured presenter at content industry events, and served on the faculty of the University of California, Berkeley, School of Information. Scott's message is clear: Content is a business asset worth managing efficiently and effectively. His firm, The Content Wrangler, exists to help content-heavy organizations adopt the tools, technologies, and techniques they need to connect content to customers.
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