Why you need a content style guide (built into your CMS)

A passage from Tony Haile’s recent “The Facebook papers Part 4: What’s a publisher to do?” conveys the power content can have:

The value of a media company will be predominantly tied up in its brand; the amount of incremental revenue or reach that content can derive from being associated with that company. This will not depend upon another layout redesign or logo refresh. When content is atomized and accessed far from the publisher’s site, the content itself must act as an expression of brand. Its style must be a fingerprint, an instantly recognizable promise of quality that can inform, inspire or engage.

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John Moore Williams is Head of Content Strategy at Webflow