A Content Strategy is positioned above all of your other strategies. It’s more important than your brand strategy. It’s more important than your communications strategy and it’s more important than your content marketing strategy.
If your content isn't performing the way your business needs, you should consider repositioning your brand.
A Content Strategy refers to the planning, development, and management of content. Content strategies can take many forms. However, the best ones incorporate the following...
Do you know if your content is up to date?
Is the content relevant to the user?
Is there a clear objective for the page?
Where can you make improvements?
Without content governance your strategy will fail. Why?
Your content strategy should aim to deliver tangible business outcomes.
Content governance puts measures in place to ensure you can deliver the strategy.
Have you defined clear content roles, processes and workflows?
This is a set of standards that ensures your organisation communicates in a consistent way across all of your channels. It encourages good practice and ensures you put the needs of the customer first.
Have you got a style guide?
Do you enforce it?
We don’t create generic personas like other agencies. Our customer research identifies your ideal customer.
Are you targeting the right customer?
A content strategy will establish measurable actions. How are you measuring success?
Is it traffic or are you measuring action?
What’s the most important metric to your business?
Based on customer research and your goals and objectives your content strategy will determine where to publish your content.
Based on research and your objectives, your strategy will include a high level content plan. This plan will include task management, an indicative schedule and the types of content to be created. Following this plan will ensure that your content meets the needs of your customers.
Establish a review mechanism to determine whether the content strategy has been successful.
If you create content that is valuable to your audience and serves a marketing purpose for your business, you are doing content marketing.
Content should meet a user need.
A content designer will create content from the perspective of the user.
By approaching blog posts with a landing page mentality you will maximise their impact. This method will also work for standard content on business websites offering professional services.