A content strategy helps dictate the various phases of content creation, from the brainstorming, planning, creation, and publishing of content. There are many factors to weigh, which include the intended audience, copy, and visual media. The widely accepted definition is and will likely remain, “guiding the creation, delivery, and governance of useful, usable content.”
Why do you need a content strategy?
Content strategy begins before any planning or creation. Therefore, it is the most fundamental step, dictating the direction of all content. With a content strategy, brands and businesses are validating why it is that content will be a worthwhile marketing effort. They anticipate how exactly that content will be useful to their audience. This gives a clear purpose to subsequent steps and phases.
What is an example of content?
Anything can have content. The contents of this glass are water and ice. Thoughts have content. The contents of a website, social media profile, and other tools with which one markets a business can be many. Types of content include:
- Instructional guides
- Case studies
- Social media posts
- White papers
And more. If it involves words and visuals directed toward the audience, it is content.
What is a content strategy in UX?
UX means user experience, and content tailored to address this. Other types of content will promote, advertise, or market products and services. This content will be more explanatory, and focus on the topic or product itself, as opposed to selling it. UX also finds an important place in the strategic phase concerning website design. In short, it is all about tackling the user satisfaction end of content and its presentation.
What should a content strategy include?
A lot of brand identification occurs when creating a content strategy. Who is the brand speaking to, what do they find useful, and how do they want to be spoken to? The strategy should also delegate. Who is part of the content team, and what are their responsibilities? It is at this stage that many businesses begin to outsource. Content strategies require a lot of research and locating a content creation agency will occur at the strategic level.
How do you structure a content strategy?
Define a goal. From there, define the audience, and trim away the fat. The “fat” would be any adjacent topics or general information that has already been done. Niche content is an optimal way to be viewed as a singular authority. A good strategy will also take customer feedback into account and analyze the results of any previously executed efforts.
Will a content strategy help grow a business?
This is usually the primary aim. It is easy to see how strategic content can help grow an audience and customer base; the strategy is about serving them. Imagine building a bookshelf without a design plan, using whatever tools and materials are lying around. This bookshelf will not be as appealing as a solid one designed to hold and display books securely and beautifully, and will therefore not sell as well as others.
What is a content strategy for social media?
Social media demands a strategy that aligns with goals a brand or business has elsewhere. This often involves first determining what a business wants from social media. Do they want to engage one-on-one with the audience? Get more people to their website? The strategic phase will also involve nailing down which platforms are best for business. That involves deep customer knowledge – what platform is their favorite?
What is a content roadmap?
The content roadmap can bridge any divide between content strategy and content planning and production. It usually involves literal maps – graphs, Gantt charts, and more. These allow users to physically visualize the phases of content creation, who is responsible for what, where the project is in the process, and how it is serving the goals defined in the strategy.
Do all companies use a content strategy?
Not all, to their detriment. Estimates say that approximately three-quarters of companies deploy some type of content strategy, but whether or not they are developing it properly remains unanswered. Those who do not use a content strategy may have trouble finding the right voice for their audience, as well as using the right formats and social media platforms their audience would appreciate.
What does the phrase “content is king” mean?
“Content is king” is meant to convey the importance of digital content in marketing. The phrase comes from a piece Bill Gates authored in 1996, where he predicted how the internet would change the way billions of people consume information. It is a popular phrase today because the most profitable marketing efforts occur online, through content. Years ago, other types of media (print, radio) was the centerpiece of all marketing efforts.
How do I become a content strategist?
Content strategists secure positions after completing a few years of experience in content-related roles. They may have previously served solely as writers or editors of the web, or even as a content manager. Technical writers and those who hold degrees in communications and marketing-related fields usually fill positions as content strategists.
Why is content important on a website?
Some websites might prefer a minimal approach, or focus solely on the visual, but this is not a great strategy for growth. For one, search engines pull information from sites to decide where they belong in rank when someone enters a query. If there is little content for the algorithm to process and categorize, it hurts a site’s visibility. Additionally, audience members want information, and if they stick around, they want fresh information. The only way to provide this is by offering a well-rounded amount of content.
How do you create a content strategy?
Every content strategy will look a little different but should have some things in common. Content strategies all begin with a mission. They present clearly defined goals. They all include research – market research, competitor research, and a great deal of brainstorming. Content strategies can also include content creation, in some cases, to test theories on what will work best for an audience.