"Content development and process begins with the organization. Perform a communication audit of existing collateral, creative assets, and positioning from the perspective of the customer. There are likely many existing content resources that with a bit of shine can be revitalized into powerful content marketing pieces--just take a look at the amazing photography that the New York Times incorporated into its Facebook timeline. However, be a fierce editor, ruthless about sending things to the cutting room floor. Ask yourself honestly, "Is this any good?" "Do these images make me feel the right kind of something?" "Is this worth sharing?" In addition to reviewing existing materials, gather opinions about content opportunities and upcoming milestones from staff members. Involve your entire organization in a creative brainstorm to uncover the compelling stories that are already happening, ripe for the telling. "
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