Chapter 7. What does your customer really need?

Before restructuring the content for effective reuse and delivery to customers, you need to determine how well your current content is meeting your customers’ needs and identify any gaps in the content. Simply producing a content strategy based on your current practices or improving the way you produce content will not help customers if you are not producing the right content.

Your content is used by many different customers, both internal and external. Internal customers are those within your organization who use content to assist them in doing their jobs, making decisions, and supporting the customer. External customers are those outside your organization (for example, customers and stakeholders) who use content to get information about your company, such as what products and services you provide, how to use your products and services, and how to contact you.