A few weeks ago, I texted one of my strategic mentors thanking him for one of the most valuable content strategy lessons he taught me: strong content works in nearly any order.
Over the years I reported to him, I saw him arrange, rearrange, and rearrange again so many presentations as he tried to get the flow just right for the topic, audience, and experience of a particular situation.
The original beginning might wind up as the new conclusion. The apparently logical order of primary messages might be completely upended to make a stronger point. At the last minute, a well-rehearsed transition during a multi-presenter presentation might shift so you were handed the microphone earlier or later than you expected, with much more or much less time to fill, respectively.
And you know what?
The changes worked nearly every time because we had spent so much time making sure the content was strong.
This content strategy lesson benefits me continually in creating blogs, articles, and presentations. This lesson provides countless opportunities to refresh and tailor content for the situation or audience, serving up what is most important in an order designed specifically for each audience.
If you or your brand struggle with generating enough content and adapting it to your audiences’ tastes, put this vital lesson into practice:
Strong content works in nearly ANY order.
Go ahead and give it a try.
THE END . . . or maybe this should be the beginning? - Mike Brown
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