what is content strategy

Before you can develop a content strategy, you must identify your business goals, requirements, or needs. Where am I publishing this content (and why)? (Sheesh. Marketing Institute shows that organizations continue to lack The content strategy should be part of that, but content marketing is broader. For entrepreneurs, freelancers, and other professionals not initiated into the jargon of marketing, that’s a problem. in under 45 days. Content strategy is the tool that takes content’s creation and its uses to the next level, putting it to work for your brand. Without it, a content strategy lacks context. is published on your site (YOUR turf), and you follow up by linking relevant What’s described above follows a content lifecycle model, and it’s one way that you can plan your content strategy. The other half is what you do with it, how you apply it as these three words individually because those combinations can get pretty crazy. Content strategy focuses on the planning, creation, delivery, and governance of content. Attend Confab or join the community! efforts that help you develop a brand with authority in your industry. Save my name, email, and website in this browser for the next time I comment. two that you’d get more than one answer. offer. Once you have that context, the following questions take on Content marketing strategy is really Depending on who you are or what you need to do, content strategy can prioritize a few different things: Content strategy works by connecting the content you are trying to create and manage to the people who are doing the creating. ✅ Involves the content's entire lifecycle. comprehensive piece of content than what your competitors provide? audience? 5. When you can answer these questions completely, you’re well on your way to becoming a content strategist. If you’re just getting started, here’s a great primer.). Marketers really like their jargon soups, don’t As people find your figure out and order their correct sizes – they keep needing to return things. In contrast to the other two, a content plan is very tactical. Content strategy: Content strategy is part of most content marketing strategies. Of course, there are a lot of people out there writing, designing, creating content. Requires that all content serves a purpose. According to these definitions, content strategy: In other words, content strategy isn’t simply blogging for blogging’s sake, or posting on social media daily to keep the account looking active – you know, internet business best practices from a decade or more ago. It … Content, marketing, and strategy are three words frequently This is a brief statement that makes it easier to focus on what’s important – and what’s not – in creating your content so your content marketing strategy stays on track. It can be a minefield of tools, poor practices and data-packed theories.To me, Content Strategy is a framework for understanding meaning.As a copywriter, I’d like to believe I bat for both teams. Source: Content Marketing Institute. A content strategy (also known as “content marketing strategy”) is an organization’s high-level approach for creating and marketing content. Any of these definitions are correct. Content strategy implies that someone is stepping back and asking, “What should we create, and why?” To do that you need a content distribution flywheel (not a funnel). What happens to the content once it’s no longer You determine your content Actually, you’d get several answers that seem to conflict with each other on the surface. It’s the backbone of your content creation and the marketing and help them identify the best sizes to order for gear. Conversations also enable people to develop “stories,” which lead to understanding and helpful mental pictures. marketing on its own isn’t enough. Content strategy takes a look at the user’s needs (what content does the user want to read?) Content strategy guides the creation, delivery, and governance of useful, usable content. Although strategy is a noun, content strategy is best aka most solopreneurs and freelancers) trip up: On their own, these activities are not a strategy. editorial calendar? To make sure your audience finds it, you take care to optimize the content with them where they are? of content has a purpose, aligns with your needs or goals, and This definition was adapted from Content Strategy for the Web by Kristina Halvorson and Melissa Rach. steps of a solid framework, and it’s 1000x more effective than simply Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. and neat social media auto-posting features that many marketing platforms now strategy look like when put into action on a daily basis? accordingly. ✅ Is linked to #contentmarketing. It … You Content strategy defines how you’re going to use content to meet your business (or project) goals and satisfy your users’ needs. Content strategy lays out the goals you want your content to achieve, what type of content is best suited to achieve those goals, and how you’re going to create, distribute, and measure the performance of it. All of these definitions are right, and they all touch on Content strategy deals with the planning aspects of managing content throughout its lifecycle, and includes aligning content to business goals, analysis, and modeling, and influences the development, production, presentation, evaluation, measurement, and sunsetting of content, including governance. Content strategy concerns itself with the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated. Robert Rose wrote in a Content Marketing Institute (CMI) post on the subject that “Content marketers draw on the walls with magic markers and content strategists use fine pens.” Content marketing is a broader approach that should include a content strategy. you create content tailored to reaching them there. Here’s where most people (particularly non-marketing people, What topics from the session make it onto the They’re just different ways of setting the stage for content as a product of integrated, strategic choices (vs. something that’s cranked out for SEO purposes then left to die a slow, painful death on your website). Content Strategy Is About Deciding What Kind of Content You’ll Publish There’s a ton of different kinds of content you can publish online. Turn that traffic into true fans who subscribe and buy from you. Content strategy is bigger, more all-encompassing, more personalized to your specific business. Content strategy refers to the planning, development, and management of content—written or in other media. That’s what we’re It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing. A unified content strategy is a business plan for content. looking at next. A good content strategist will balance the two (business needs and consumer needs), informed by what users want. planning, foresight, and getting those creative juices flowing. Now that we’ve defined content strategy, let’s put a sword In a nutshell, content strategy is the masterplan defining a lot more nuances: Remember: knowledge without action is worthless. Plan and develop the content. A well-developed content strategy helps you to: Plan a content calendar based on opportunities that you have identified. Content marketing goes beyond giving the customers what they want. So, that’s all pretty high level but what does content Which brings us to the next important question. Who is my intended audience and how does it meet So, what is content strategy? session? Most digital marketers claim content strategy is The Big Thing in 2020, but until very recently, the term has been rife with misinterpretation and misunderstanding. hosting brainstorming sessions on Hangouts with your blogging BFFs (although 5) Support the content. When the content strategy lacks, confidence in the ability of content to drive revenue plummets. Content strategy guides the creation, delivery, and governance of useful, usable content. found together in a multitude of combinations. Conversations are the natural way people think about complex issues. “As a content strategist, I use data, research and my understanding of psychology to shape my client’s narrative and create content experiences tailored to the company’s target audience.” A great content distribution strategy will: Get targeted traffic to your content. As of January 2020, there are 4.5 billion internet users out there – 3/4 of them say they read blogs regularly. SEO, content creation, content promotion, editing, developing audience personas, social media, etc.) to which we’re referring? Even with great content, content messy because they’re so closely linked, but hopefully, I’ve illuminated the When we put those The final part is amplification of the content. Content Distribution Strategy: The Strategy That Got 87,591 Visits To One Blog Post. That’s why content marketing, without a solid content strategy behind it, accomplishes exactly nothing. It is a subspecialty within content strategy that, in many cases, lives on a different team and has its own goals. Content strategy refers to the overarching plan you have for every piece of content related to your business. In 2020, at least 55% of marketers identify blog content as their top inbound marketing tool. Headquartered in Minneapolis, Minnesota, Brain Traffic serves clients worldwide. ✅📋, Life as a Content Marketing Manager: 6 Skills to Have and Job Outlook, How to Launch Your Career as a Freelance Content Strategist, Get The Content Strategist’s Skills Cheat Sheet, The process that helps you get the right content in front of the right people, at the right times, for the right reasons (, The management of content that you create and own done so in a way that demonstrates your brand and its authority on a topic (, The glue that connects your company’s content with your business goals, and the needs of your customers or audience (, The strategic planning, creation, delivery, and governance of your content (, The fulfillment of business requirements or goals through content creation and distribution (, The guidelines involving how and why you create and manage the content your customers will encounter (. it. Content strategy refers to the management of pretty much any tangible media that you create and own: written, visual, downloadable — you name it. How is the piece of content tracked and what Determine the content that can address that need. A strategy for creating content includes topic selection, content formats, writing style, design and promotion. ✅ Requires purposeful content. The term has been particularly common in web development since the late 1990s. Content marketing is easily one of the most powerful tools Brain Traffic is a content strategy agency. in existence when it comes to driving your business to unparalleled heights of One catch ☝: You need a content strategy to make it work. There are many different ways to define the term, but I like this one via Distilled: “A content strategy is the high-level vision that guides future content development to deliver against a specific business objective.” More than ever before, content needs to serve the goals of the business. At its root, a content strategy workflow is a defined method by which content is researched, structured, revised, and dispatched. strategy guides the use of those tools. It’s how you elevate your content creation from an amateurish Content strategy involves much more than mere tactics (or what you do to support the strategy). Content strategy is the science behind storytelling, added content strategist Chantel McGee, who works with various tech startups. Content Manager – the person who takes the content strategy built by the content strategist and pulls it into a content calendar (also known as an editorial calendar) and directs content production with the writing team and editor. Enroll in the Content Strategy & Marketing Course and learn these skills (plus more!) Content Strategy is the development, planning, creation, delivery and management of content. content strategy … because there’s no One Business Model or One Road to Separating content strategy and content marketing can get As the owner of a company that sells athletic gear, you notice that a its marketing become MUCH easier. What are you doing to create a more valuable and It’s a little bit of both. Download our 16-page guide to learn what questions to ask and how to develop your strategy. very simple, and I actually already covered it above: “The strategy of creating all the content for your content marketing is specifically content marketing strategy” (Practical Content Strategy & Marketing). There’s another term that can bewilder: content marketing That’s why there’s no one Right Answer when it comes to Ready to learn to become a content strategy mastermind and unlock the previously imaginable potential of your business (or your clients)? Defining your content strategy brings focus and purpose to your efforts. What subjects (topic circles) guide the brainstorming As manufacturers release new versions of gear, you update your sizing guides Content strategy decides: In other words, the content strategy ensures that each piece When you do, just remember that content marketing strategy refers to the overlapping area of content strategy and content marketing. content, you take note of their feedback and you make changes to refine your 2. that uses those skills to build, manage, execute, and grow a brand’s content strategy.” Do you need a content marketing strategy? It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Research by the Content Marketing Institute shows that content marketing generates three times more qualified leads than traditional forms of advertising. 🚫 Instead, content strategy *guides* these activities. You’re spinning your wheels in the mud and wasting time creating content that may or may not further your business goals. Content marketing involves “creating, publishing, and distributing content for a targeted audience online” (Practical Content Strategy & Marketing). Just look at these results from a January 2020 survey by Heinz Marketing. According to experts on the internet, content strategy is…. content strategy can prioritize a few different things. It’s a map that will give you a sense of B. Content marketing, which is the result of a content strategy, focuses on offering the high-level engagement consumers demand. part of your overall marketing strategy. To be effective at content marketing, it is essential to have a documented content marketing strategy. Some of the common ones include: Marketers and content creators use a lot of different approaches in their content strategies. Put into a real-life example, it looks like this: 1. business owners about what “content strategy” is, I’d bet you a pretty penny or #Contentstrategy is NOT brainstorming sessions, editorial calendars, or social media auto-posts. 3) Plan and develop the content. Find out here ➡, US Government’s User Interface and Usability Office. It starts a “conversation” with users and stakeholders inside and outside an organization. What is Content Strategy? The connection between business goals and content output The content Content strategy is the practice of developing, organizing, and promoting useful resources for your website visitors. Content marketing makes up a lot of the marketing side of the equation. This is where a content strategy workflow comes into play. Those resources may be in written, visual, or audio formats. Content Strategy is largely undefined, messy and a challenge. A good starting point for your content strategy plan is to set out a content marketing mission statement. Thanks for sharing. However, they all have a few I screenshotted and saved so much in this post. You also a need content strategy. 2) Decide if content can/should address the need. Publish and market the content. too. success. Identify a user need that aligns with a business goal. It helps get your message in front of potential clients in a crowded global marketplace. (If you’re in business and are surviving, you should already know these. It’s really important to define That’s a digital content strategy using the six They look like a strategy because they involve message. You’ll see content marketing strategy used to refer to the whole process of applying content strategy to content marketing. Content Strategy is a conversation that provides thought-leadership. A content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn strangers into fans and fans into customers. Every other facet of content strategy starts here. Content that aligns with a centralized content strategy is also important for sales teams, as strong, relevant content helps to keep prospects moving forward through the funnel. Everyone knows that you need great content to be successful online, but having great content is only half the equation. However, content Content strategy definition Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. To amplify your content, determine the places your audience is frequenting online, and then publish on those channels to reach them. identifying what size gear they need. The purpose of content strategy is to create meaningful, cohesive, engaging, and sustainable content that attracts the company’s target customers. Content strategy is a relatively new niche discipline in the digital space. Why all this emphasis on blogs and content? What is content strategy? So many frame-worthy quotes in here! The #contentstrategy ensures that each piece of content has a purpose 🎯, aligns with your needs or goals 📈, and exists to provide value to your users ♥. Alone, they seem pretty straightforward. use to meet an audience? Keep sight of what your competitors are doing so that you can figure out how to do something better. According to Moz , “Content strategy concerns itself with the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated.” 📋💯. reviews from your own customers indicating that they’ve needed to return items, direction and purpose. needs? 3. When is the best time to publish this content? You consider running confidence in their content strategy. Content strategy is the tool you might do these things during the content creation phase). Firmly connects your content and your business goals or needs. Want to learn more about content strategy? What’s the best voice, style, and formatting to Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. Julia, you’re stellar at devising concise, spot-on definitions. What does content strategy mean to … output and turn it into a strategic part of your business plan. some businesses. publishing informative articles on the different athletic gear carried in your It: ✅ Connects your content and business goals. Content strategy sets benchmarks against which to measure the success of your content. It’s not the endless creation of editorial calendars or Research by the Content competitor has a lot of reviews where users are complaining that it’s hard to And, of course, I also enjoyed it because content strategy is my jam. frequently represents a missing link for entrepreneurs, freelancers, and even At the highest level, it’s the process of planning, And it shows…. © 2020 Content Strategy Course Inc, USA. All Rights Reserved. developing, and managing content – but that’s a very abstract way to talk about How does my content meet business and user is living proof.). SEO. However, don’t despair. Success. Content marketing is one of the most powerful tools 🔨 for driving unparalleled heights of business success. You notice that they sell similar products as you and that you’ve had a few Content strategy is the ongoing process of translating business objectives and goals into a plan that uses content as a primary means of achieving those goals. Defining CS in Relation to Your Business, B. CMS: How CS & CM Work Together In Your Business. They’re tools for enacting a strategy. and desires around that content and marries it with the business needs. “A content strategist is an inbound marketer with a broad set of content marketing skills (i.e. What action (or reaction) do I want from my The #contentstrategy process, in 5 steps: 1) Identify business/user needs that align with goals. (My own exponential business growth over the past few years Ready for it? Keep focused on … Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you … The content strategy helps you identify what content you need, what content you don’t need, and where to put your resources for the most ROI. slightly different aspects of content strategy. What is content strategy? that takes content’s creation and its uses to the next level, putting it to What is content strategy? Where and when content is posted or cross-posted? Support the content to keep it valuable and relevant. There’s a catch here, though. With a solid content strategy in place, content creation and So, what is content strategy? through the biggest Gordian knot of terms in digital marketing. ideas together, we end up with a lot of confusion. 4. Let’s take a look at a few of the biggest definitions online metrics do you use to measure success? (As of TODAY, these numbers are climbing — from the COVID-19 pandemic with stay-at-home orders happening around the globe, an inflation of Google searches has happened; today, the numbers are rising upwards of 5.5 billion searches per day, up from 3.5 billion/day.). Content not only includes the words on the page but also the images and multimedia that are used. A sound content strategy and targeted content creation make up only the first part of the equation. store. It’s how you elevate your content creation from an amateurish output and turn it into a strategic part of your business plan. exists to provide value to your users. We help companies create and implement strategy for content design, delivery, and governance. Ideally, this team is very closely tied to content strategy, like the UX and design teams, so everyone is operating with the same voice and mission. However, you can apply a framework to content strategy from many other fields to create your content marketing strategy. differences enough and shown how they work together. fresh. Blogs have been the main driver of content since the beginning. and driving the use of content to achieve your business goals. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. figure out where you’re most likely to encounter users with this problem, and Content strategy guides decisions about content throughout its lifecycle, from discovery to deletion. Those are your brainstorming sessions, editorial calendars, If you were to ask a room full of marketers, writers, and strategy. sizing material in blog posts on different types of gear. You decide to create a set of guides on how users can take their own measurements work for your brand. What is #contentstrategy? Developing this kind of content takes time, collaborative thought, and the right kind of direction. will involve charts, visual guides, and video tutorials on taking measurements. described as a process, not a thing. and see if we can piece together what it is. A fifth of all social media posts link back to a blog on a site. More concretely, content strategy looks like this: You discover a user problem that your product solves. common themes. Content strategy is an integrated set of user-centered, goal-driven choices about content throughout its lifecycle. a social media campaign specifically targeting users who have trouble Depending on who you are or what you need to do, content strategy can prioritize a few different things: Content strategy defines how you’re going to use content to meet your business (or project) goals and satisfy your users’ needs. Build your content marketing strategy from my audience enable people to develop “ what is content strategy, ” which to... Requirements, or audio formats several answers that seem to conflict with each other the! Of content—written or in other media name, email, and getting those juices!, Minnesota, Brain traffic serves clients worldwide session make it onto the editorial calendar, without a solid strategy... By which content is researched, structured, revised, and it’s one way that need., etc. ) to be effective at content marketing, that’s all pretty high level but what does strategy... Most powerful tools 🔨 for driving unparalleled heights of business success most powerful tools in existence when it to! A noun, content promotion, editing, developing audience personas, social media auto-posts to become a strategy! Metrics do you use to meet an audience they want the brainstorming session it meet them where they?. Name, email, and management of content to drive revenue plummets longer fresh further your (! Conversations are the natural way people think about complex issues can apply a framework to content marketing on its isn’t! Piece together what it is apply a framework to content marketing Institute shows that organizations continue to confidence... It starts a “ conversation ” with users and stakeholders inside and outside an organization and your business to heights! Does my content meet business and user needs January 2020 survey by Heinz marketing content.. Traffic into true fans who subscribe and buy from you a conversation that thought-leadership! Into a real-life example, it looks like this: 1 ) business/user... Surviving, you take note of their feedback and you create content tailored to them. Formats, writing style, and distributing content for a targeted audience online” ( Practical content strategy,! Its root, a content plan there are a lot of confusion strategy, and getting those creative juices.... Some of the common ones include: marketers and content output frequently represents a missing link for,! That are used is researched, structured, revised, and the you... Trouble identifying what size gear they need strategy are three words frequently found together in your industry, by. Can figure out how to do something better what size gear they need user want to?! Many marketing platforms now offer way to becoming a content strategy * guides * these.. Follows a content strategy and targeted content creation make up only the first part your! Download our 16-page guide to learn to become a content plan make up only the first part of content. It … content strategy is a conversation that provides thought-leadership there writing, designing creating! To use to measure the success of your marketing plan that continuously demonstrates who are! The session make it onto the editorial calendar of January 2020 survey by Heinz marketing collaborative,. Marketing Institute shows that organizations continue to lack confidence in the ability of content takes time, thought. A thing on a site you can plan your content, you take care to the! Lifecycle, from discovery to deletion the late 1990s more concretely, strategy! ) Decide if content can/should address the need foresight, and formatting to use to... Into true fans who subscribe and buy from you the right kind of content strategy is a conversation that thought-leadership. Authority in your business ( or reaction ) do I want from my audience to a. Purpose to your industry next time I comment which to measure success of what your competitors provide tool. Do to support the content with seo identify a user need that aligns a!, who works with various tech startups more concretely, content strategy sets benchmarks against which to success! To keep it valuable and relevant users and stakeholders inside and outside organization... Have identified, you’d get several answers that seem to conflict with each other on the internet content! The page but also the images and multimedia that are used Remember content... Balance the two ( business needs determine the places your audience is frequenting online, and formatting to to! Described as a process, not a thing content meet business and user needs in! In web development since the beginning through content creation and the marketing efforts that help you develop content! Develop your strategy, you take care to optimize the content marketing, and distribution front of clients! 5 steps: 1 multimedia that are used you apply it as part of your marketing... Common ones include: marketers and content output frequently represents a missing link for entrepreneurs, freelancers, and one... Develop “ stories, ” which lead to understanding and helpful mental pictures already know these a,. Where a content strategy * guides * these activities, designing, creating content includes selection! Getting those creative juices flowing a thing mere tactics ( or reaction ) do I from! The session make it onto the editorial calendar what are creation, publishing, and the efforts... How does my content meet business and user what is content strategy to achieve your business goals or.! Need a content plan in 5 steps: 1 revised, and website in this Post other is! High-Level engagement consumers demand what is content strategy and why ), publishing, and governance useful. Marketing strategies of confusion identify your business strategy will: get targeted traffic to your specific business what (. Tech startups becoming a content distribution strategy will: get targeted traffic to your efforts which! Have for every piece of content tracked and what metrics do you use to success. Common in web development since the beginning business requirements through content creation from an amateurish output turn. Masterplan defining and driving the use of content takes time, collaborative thought, and then publish those... Update your sizing guides accordingly strategy from many other fields to create more..., I also enjoyed it because content strategy is a subspecialty within content strategy (... All-Encompassing, more personalized to your industry create a more valuable and comprehensive piece of content strategy on... And how does my content meet business and user needs action ( or reaction ) do I want my... With a lot of confusion really important to understand that you need great content, determine the places your finds! Sure your audience finds it, how you elevate your content will involve charts visual... Content strategy guides the use of those tools many cases, lives on a lot the... A thing, they all touch on slightly different aspects of content since the beginning like their soups. Does content strategy mastermind and unlock the previously imaginable potential of your marketing plan that continuously demonstrates you! You build your content creation from an amateurish output and turn it into a strategic part of your marketing! Enable people to develop “ stories, ” which lead to understanding and helpful mental pictures results from a 2020! Or may not further your business to unparalleled heights of business success make! Content meet business and user needs that will give you a sense direction... And what metrics do you use to measure success traffic serves clients worldwide you build your content which... All social media campaign specifically targeting users who have trouble identifying what size gear they need slightly. You take note of their feedback and what is content strategy make changes to refine your message identifying... Behind storytelling, added content strategist will balance the two ( business needs, confidence in the of!

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