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Where does content come from?

The common misconception is that brands, businesses and organisations have to somehow find this ‘content’, or create it from scratch – when there is content everywhere in every organisation. White papers, customer feedback forms, staff stories, policies, blogs, forums, instructional videos, product descriptors, newsletters… you name it. ‘Raw’ content is everywhere, and a simple audit is often the best start to your strategy – it puts your ingredients on the table.

It will need re-purposing, refining, turning into digestible chunks, seasoning and so on, sure. It will also need someone looking from the outside in, wearing your audience’s spectacles, to look at it and ask, ‘what’s the story here?’ But hey, that’s what a decent business writer does every day…

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