You may have a captive online audience waiting to find you, but without a plan, they will be as lost as you are, in finding a way to hook up with you.
A content strategy is not complex. What it is, is deserving of a healthy investment of time and expertise upfront, to build and enhance your brand while you get on with running the rest of your business. Understanding what content strategy is, by breaking down the key components will help you develop one.
The word strategy can make those with limited time and resources, quake. Let’s get rid of unnecessary nervous energy right now. A strategy is simply a plan. A plan to get you from where you are right now, to where you want to be.
A plan with goals. Simple.
‘Where you want to be’ is defined by the goals you have set for your content plan.
While it is important to have qualitative goals such as building brand awareness or being recognised for thought leadership, it is critical to define measurable (quantitative) goals. Measurable goals in an online content strategy could include increasing the number of unique visitors to your website; defining the number of downloads of an eBook; or defining the number of likes and shares on Facebook.
Information with personality
Content, in an online marketing sense, is information that fundamentally reflects what your business is about – your brand. Importantly, it is information that is articulated clearly to capture the attention of, and entice, the audience that you want, to want to be associated with your brand.
This information may be communicated online through a number of channelsand mediums.
A channel is like the courier that delivers and shares your messages. Online, that means the technology platforms you use to share your content. For example, it may be social media platforms like Facebook, Twitter, YouTube or LinkedIn; or it may be via email. It could be an App. It is your website content. It could even be a VR code. Importantly, the channels selected are channels that you know your audience are actively engaging with. You know, because you’ve asked them.
The medium is the words on the letter in the envelope; or the flowers; or art work being delivered by the courier – the form in which the messages are being conveyed. It could be a video, a photograph, an illustration, an infographic, or words or copy. An infographic is an illustration or images often supported by words, designed to convey clear messages by simplifying complex data. Copy is articulately written, relevant words containing messages carefully crafted to achieve a defined goal via a defined audience.
By breaking down the main components of content and strategy, we now have a definition of content strategy to work with.
A content strategy is…
Now you have a definition to work with, its time to start planning.