"In business, content is water"

"Content is every business’s core operating system. It’s the communication between the social group and the customers it creates."

"It’s the body of knowledge that describes the method by which the business operates. It’s the main ingredient of the experiences created to showcase products in the marketplace, and it’s the core to helping customers derive the most value from the product or service."

"Content gets created with little purpose and without understanding how it affects the business’s big picture."

"A content strategy’s entire purpose is to improve the quality of the water."

"Content expresses a business’ strategy – it’s the byproduct of any one function (whether that’s brand value, lead generation, sales enablement, customer service, or internal knowledge management initiative)."

"The answer is to elevate content strategy to the level of business strategy. That means every content strategy needs a planning and prioritization step – an awareness of what the teams will create, not simply a measurement of what they created."

"They need a process for making deliberate choices about what content they should create."

"Differentiating your brand comes from having the awareness and processes to direct all of the business’ knowledge into the most meaningful communication and experiences."

"The real value of a content strategy has almost nothing to do with the content and everything to do with the awareness of how content is essential, how it connects everything all around us that makes up the business."