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EXERCISE 3A:MESSAGING ARCHITECTUREBased on your How to do content strategy

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EXERCISE 3A:MESSAGING ARCHITECTUREBased on your understanding of business goals and user needs, whatshould Cisco say about its business collaboration products?Using the worksheet on Page 9 of your handout, develop the following:_ Primary message: Should capture the essence of “what” and “why”_ Secondary messages: Provide supporting information and context, answering questions like “who” and “how” and “when” and “how much”_ Call to action: What change should happen in the user’s mind based on seeing this information? (Hint: this probably isn’t “Buy Now!”) 76

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