Content should be appropriate

There’s really only one central principle of good content: it should be appropriate for your business, for your users, and for its context. Appropriate in its method of delivery, in its style and structure, and above all in its substance. Content strategy is the practice of determining what each of those things means for your project—and how to get there from where you are now.
{Erin Kissane – A Checklist for Content Work}

Further Reading: http://www.alistapart.com/articles/a-checklist-for-content-work/

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