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. As Erin Kissane explains, 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. We are delighted to present an excerpt from Erin's new book, (and the third title from A Book Apart), The Elements of Content Strategy.