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Chapter 8. Growing the business and gett... > Stop reading and get to work

Stop reading and get to work

Sally hits on a key point, whether you're in an agency team and feel like your client isn't hearing you or if you're in an internal team and getting lost in the shuffle of conflicting priorities: a content audit amplifies the problem. As most organizations favor resolution and order over entropy, problems demand solutions. And you can charge for that.

Of course, this is bigger than just the purpose and role of a content audit. In many projects, this is the purpose and role of a content strategist. We point out the emperor's clothing calamity. We encourage others who might prefer to ignore the situation to recognize it as a problem, invest time and money and effort in addressing it, and then determine how we're going to get suitable attire for seasons to come. This is the challenge of content strategy—and now it's your challenge too.


  

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