Content Strategy is the Moment You Realize You Need to Do More Thinking

I’ve written a guest post on the Confab blog:

The same problem keeps cropping up in web, marketing, and communications teams. You’re working on a project. Maybe it’s a time-limited campaign, a section of a website, or a specific delivery channel like email or social media. You know the project is unlikely to achieve its objectives because of problems with strategy, governance, execution, or measurement. But that higher-level stuff is outside your official scope. What can you do about it?