When you visit a website or use the app, you use the content. You have experience (good or bad) of the company and the brand. You are on a customer trip somewhere, be it a potential, current or loyal customer.
You have a need and the organization must meet that need with content. It may be that you:
- Want information about a product or service
- Do a specific task
- Advice is sought
- An answer to the question is needed
- Looking for information or entertainment
Whether an organization meets these needs depends largely on the content you publish that you have found or interacted with. The content strategy plays a key role in this.
What is a content strategy?
To start with what the content strategy is about, let’s start with that is not. These are some common skills and disciplines with which content strategy is often confused.
Content strategy is not:
- Editorial calendar
- List of tactics
- All marketing activities
These things have an important place in an organization’s content ecosystem, but they also jump into action. A few years ago, many search results around a content strategy revealed articles focused on companies that published huge amounts of content. Organizations became a daunting norm to focus on quantity rather than quality. It made a lot of noise and the strategy was clearly lacking.
In his article New Thinking: A Brain Content Strategy Quad, Kristina Halvorson defines the content strategy as follows:
“Controls the creation, delivery, and management of useful, usable content.”
It is one sentence, but it represents a lot of work and also difficult discussions, organizational change and also changing the culture of the workplace.
A content strategy is used to determine who is responsible for content, what the workflow is from delivering content from idea to publication, measurement, and maintenance.
A content strategy is the northern pace of an organization and ensures that it publishes the right content in the right place at the right time for its audiences.
in an example of a content strategy From Content Design London, they include a section on the subject that lists all the content formats of the organization as well as the success and review period.
There is no single model for a content strategy – everything you need is guided by the organization’s goals and audience needs. Creating content for both is a good place.
Content as a resource
When content reaches a business goal, it meets the needs of the user (or preferably both). A thinking tool to help you find the ideal place to achieve business goals and user roles is core model.
If the content is not the property of the company, it means that the content is not:
- At hand
- In hand
There may also be inconsistencies, style issues, and also a lack of content standards. Content can be detrimental to a company because it is intrinsically related to brand perception and thus trust, loyalty, and defense.
What happens when there is no strategy?
The lack of a content strategy means that the roles and responsibilities associated with the content are unclear, and the workflow and processes are unclear or non-existent. There are also no guardrails in publishing rights, and there is no standardization in silos, departments, and decentralized organizations.
Content must be a resource, but it is not always given the necessary resources. A content strategy as a “thing” can be difficult to sell to an organization because it is not very concrete. Stakeholders like performances, which often get a preconceived notion of results. Content strategy is a long-term process that fundamentally changes the way a company operates. Content discussions are really discussions about organizational uncertainty, challenges, conflicts, and culture. A content strategy can’t fix everything and certainly can’t fix it quickly, but it’s the beginning of putting content at the center of a product or service.
Content areas, job titles and roles
Content strategy is not the only part of the puzzle. There are so many different job titles in content roles and also titles for different areas of expertise and content areas as an industry. Content design, content marketing, content operations and content technology. Broader headings, such as product content strategy, are also engraved with UX inscription and niche.
Depending on your source of information, these disciplines may be one and the same, completely different or different, but there is some overlap.
In his article discipline of mature content, John Collins brilliantly expresses his thoughts on what these different roles are and how they can fit together. Some global organizations have changed the name of the entire team from, for example, content strategy to content designer. However, a content strategy is still needed. The organization needs to know what they are saying, to whom, how, where, when, etc.
Everything returns to strategy. The (content) strategy defines what you need to do to achieve the required goals.
Is a content strategy all I need?
No. It’s a great starting point and a must, but a content strategy introduces a myriad of other tools, processes, and needs related to long-term success. Some of the elements you may need are also:
- Content Style Guide
- Voice and voice control
- Content principles
- Table of contents
- Editorial calendar / designer
- Editorial themes
There may also be a separate content marketing strategy and social media strategy that are part of the content strategy.
The details and nuances of the content strategy are based on your business goals and audience needs. Regardless of scope and specifics, a content strategy guides an organization in long-term planning, creation, publishing, and content management. It ensures that all published content serves a purpose in the mind of the public. A content strategy can help prioritize content and manage conflicting agendas. It takes a lot of work to understand the mechanics of an organization and the people they serve, but the undisclosed have a direct impact on the content strategy created and implemented.
Read more about content strategy
Now we have addressed “what is a content strategy?” why not expand your knowledge and dive into content marketing, what the acceptance criteria are, and how you can work on the content team:
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