Ok guys so how much is content strategy actually a thing, and how much is it just something any copywriter with a brain should just know, but that agencies use to charge clients more money?

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The ones who are good at it can really help a campaign. They’re looking at data we don’t see. But, it’s also how a lot of creatives, especially the Crispin tree have thought for a while.

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Depends on how it’s done. If it’s people sitting in a room agreeing to each other’s ideas about what they should do to celebrate some made up national holiday, then I’d call BS. The best ones I’ve seen are based in a customer journey which (like any good creative brief) has been developed through significant amounts of research into what customers are thinking, feeling, doing, etc. so it pushes you past the “been done” into fresh territory worth exploring.

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I think it's mostly bullshit so far

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