Every form of communication from the message on your homepage to the “About” section on your press releases, sales decks, paid acquisition campaigns and content strategy should align with your strategic messaging framework.
Strategic Communication: How to Develop Strategic Messaging and Positioning
Myk Pono

This is where many startups struggle. Content strategy as a discipline brings all these teams together (sales, marketing, support, product UX, PR) which means that even if the team is small, there should be a common reference to *voice and tone* and *branding guidelines* and *terminology and vocabulary* for consistent brand positioning, for all content types, across devices and media, by any individual in the organization, and for any reason.

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