Dear Business Owner:
You’ve always been a publisher.
You’ve always shared marketing messages, ad copy, product descriptions, sales collateral, job postings, and other information about your company.
Fifteen or twenty years ago, you started putting it all on your website.
Ten years ago you started tweeting and sharing it.
Five years ago you started to think about a content marketing strategy.
Over the past few years you’ve been scrambling to optimize your content for your increasingly mobile audience.
If you’re like 92.3% of companies, much of the effort you have have expended to create and share your content has happened in silos across your organization. This has resulted in duplicated effort, inconsistent messaging, and missed opportunities.
And the problem has only become worse as the pace of technological change accelerates.
Regardless of the business you are in, you are like any other modern publishing enterprise, scrambling to keep up with the ever-changing media landscape.
Content Strategy to the Rescue
A sound content strategy can help you cope.
A well-crafted, thoughtfully executed content strategy can:
- future-proof your content efforts, letting you capitalize on emerging media trends without having to overhaul your existing content
- give you more flexibility to distribute your existing content on other platforms, and on new ones as they emerge
- let you easily share your content on both existing social media channels and via new channels as they are introduced
- save you money by reducing redundancy in your content-creation and -maintenance efforts
What Is Content Strategy?
Kristina Halvorson, a pioneer in the field, describes it this way:
“Content strategy guides your plans for the creation, delivery, and governance of content.”
Like any strategy, a content strategy provides high-level direction that can guide managers of specific content-creation projects and operations.
It embraces the “why” in your company’s vision and the “what” in your mission.
It informs the “how” in the editorial procedures you establish and the content management system you choose. It help you decide how you’ll create, categorize, share, distribute, maintain, and retire your content.
Halvorson and others emphasize that any good content strategy must address both your business goals and the needs of your customers and users.
So a more complete definition would be: “Content strategy guides your plans for the creation, delivery, and governance of content that supports your business goals and meets or exceeds your customers’ needs and expectations.”
I Can Help You Wrangle Your Content
If you or your customers are dissatisfied with your website content or if you want to show up better on search engines, drop me a note to schedule a free initial consultation.