What is Content Strategy?
Content strategy refers to the practice of using marketing goals as a basis for the creation of content, which is executed according to carefully conceived plans, with the aim of achieving these goals. Simply put, content is information about any given topic. In marketing, this information tends to take on the characteristics of whatever medium is used to convey it. Marshall McLuhan’s 1964 dictum, “The medium is the message,” still holds true today. Content is interpreted according to its context. A message posted on a popular social media site would be interpreted differently if found on an academic blog. This is one reason why content strategy is so crucial; if content is not presented through the right channels, within a suitable context, it may never actually reach the target audience for which it was originally intended. Content strategists must continually strive to transform marketing goals into content that is creative, relevant, and practical, keeping in mind the most effective forms and vehicles of transmission.
According to marketing manager, Camden Gaspar, “Content strategy doesn’t exist in isolation. It’s not just building an editorial calendar, writing content, and publishing it. It’s not having a blog, even if it’s full of great content. If your content strategy doesn’t start with a business objective, it’s not a content strategy. It’s just content.” (https://blog.marketingmuse.com). When a company puts time and energy into defining its goals, and developing strategies to put them into action, it is has built a firm foundation from which to make all manner of pivotal decisions. Content strategy can be seen as a type of road map to navigate through the often complex highways that make up the digital marketplace. Key factors need to be taken into consideration when designing solidly based content strategies. Beginning with the setting of its primary goals, a company must then focus on the best method of reaching its projected audience, keeping in mind what resources are available, what the competition is achieving, and how to measure the success of the strategies employed.
Why Strategize?
Statistics support the importance of developing sound content strategies. It has been reported that 90% of all companies use content in their marketing efforts, and that it generates three times as many leads as other marketing techniques. Not only that, but 80% of consumers surveyed acknowledged that they appreciated learning about a company through customized content (https://demandmetric.com). Bearing that in mind, it becomes critical for companies to develop effective content strategies, if only in order to survive the competition. Producer and brand marketer, David Beebe, has observed, “A content strategy flips the tables on traditional, linear marketing by defining the process and then securing the right resources for producing a consistent stream of content mapped to buyer needs across all phases of the buying cycle.” (https://davidbeebe.com). Once a company has made the commitment to rely on content marketing, it becomes necessary to develop the right strategies in order to fully reap the benefits.
Starting with the identification of what it wants to accomplish, a company needs to investigate a variety of different options in order to determine which strategies are most likely to appeal to its target audience. This stage of the process entails a certain amount of consumer research, including getting feedback from current and prospective customers. Data derived from these sources can then be used to modify and refine the approaches employed. The strongest content strategies embrace fluidity, continually adapting in order to anticipate and respond to the ever-evolving interests and trends of consumers. Content strategy enables companies to establish cost-effective avenues that can continue to generate new leads. Some strategies might include sponsored content and ads placed on social media sites, tactics that can prove to be instrumental in promoting a general awareness about brands, as well in attracting specific leads and new prospects. The best content is created for a particular purpose, and content strategy provides the tools for determining that purpose and effectively implementing it.
Constructing Solid Strategies
Before beginning to strategize, a company must come to a thorough understanding of its marketing objectives, which often begins with defining what it wants its brand to stand for in the world. Content strategy can then focus on achieving greater brand-awareness, transforming leads into conversions, and cultivating deep levels of customer loyalty. Knowing one’s audience is key. Consumer research is a necessary factor in establishing a target audience. Not only will the resulting data influence the advertising content, it will also indicate the best vehicles and platforms for reaching that audience. Content auditing tools, such as Dyno Mapper, SEOptimer, Marketing Grader, and MySiteAuditor, can prove useful at this stage. There are also a number of systems available that specialize in managing and tracking content, including those found on Hubspot, Feedly, and BuzzSumo, to mention just a few.
Many theories have been generated on the topic of content strategy; companies need to identify the ones that relate most directly to their particular goals and practices. The Brain Traffic Model, created By Kristina Halvorson and Melissa Reich, in their book Content Strategy for the Web, provides a practical model, breaking it down into five separate aspects: Core, Substance, Structure, Workflow, and Governance. (https://www.braintraffic.com). With so many resources at their disposal, content strategists can go far in optimizing the effect of their promotional and advertising endeavors. To sum it up, in the words of marketing director, Kim Kosaka, “It’s clear that nailing the right content strategy can set your business on the path to success. But an unsung benefit of putting effort into defining your content strategy is that you can do more with less. You’ll know when to embrace a new idea—and when to say no to those that don’t fit. At a time when businesses continue to churn out content at record volumes, laser focus on your mission.” (https://blog.alexa.com).
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OTIS KOPP
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