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Online content and printed content is read by different audiences, with different mindsets, in different contexts. In short - they are not the same thing.
A content audit is an inventory of your site. Content units are listed with related metadata, assessments, and actions to be taken. An audit can help you on your quest to publish useful and usable content that meets both audience and business needs.
Focus groups and user research can highlight obstacles between your audience and your site. But, be careful what you tell your participants in advance and how you phrase your questions.
Information architecture is a process to sort, organise, and label data in a way that your intended audience can grasp quickly.
The tl;dr problem - a short hand for 'too long; didn't read' - is not only a reality you face with your online audience, your teams will be 'offenders' as well.
A style guide keeps your content consistent, no matter who is writing it - or when.
A content strategy helps you to provide the right content to the right people at the right time by planning content creation, delivery and governance.
Your content is your site. Period.
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