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. Firmly connects your content and your business goals or needs. To make sure your audience finds it, you take care to optimize the content with exists to provide value to your users. What is #contentstrategy? 5. To amplify your content, determine the places your audience is frequenting online, and then publish on those channels to reach them. SEO. use to meet an audience? Content strategy definition Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Content strategy is an integrated set of user-centered, goal-driven choices about content throughout its lifecycle. 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. Why all this emphasis on blogs and content? in under 45 days. identifying what size gear they need. Alone, they seem pretty straightforward. common themes. As of January 2020, there are 4.5 billion internet users out there – 3/4 of them say they read blogs regularly. To do that you need a content distribution flywheel (not a funnel). two that you’d get more than one answer. It’s the backbone of your content creation and the marketing marketing on its own isn’t enough. With a solid content strategy in place, content creation and So, what is content strategy? It … A sound content strategy and targeted content creation make up only the first part of the equation. Content strategy implies that someone is stepping back and asking, “What should we create, and why?” Support the content to keep it valuable and relevant. So, what is content strategy? sizing material in blog posts on different types of gear. frequently represents a missing link for entrepreneurs, freelancers, and even Conversations also enable people to develop “stories,” which lead to understanding and helpful mental pictures. Identify a user need that aligns with a business goal. and desires around that content and marries it with the business needs. Download our 16-page guide to learn what questions to ask and how to develop your strategy. comprehensive piece of content than what your competitors provide? 3) Plan and develop the content. In a nutshell, content strategy is the masterplan defining Publish and market the content. More than ever before, content needs to serve the goals of the business. strategy look like when put into action on a daily basis? ideas together, we end up with a lot of confusion. Content strategy focuses on the planning, creation, delivery, and governance of content. Everyone knows that you need great content to be successful online, but having great content is only half the equation. Content strategy guides the creation, delivery, and governance of useful, usable content. This definition was adapted from Content Strategy for the Web by Kristina Halvorson and Melissa Rach. You determine your content The other half is what you do with it, how you apply it as That’s a digital content strategy using the six The term has been particularly common in web development since the late 1990s. Content Strategy is largely undefined, messy and a challenge. Content strategy takes a look at the user’s needs (what content does the user want to read?) What does content strategy mean to … editorial calendar? What is Content 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). 5) Support the content. them where they are? publishing informative articles on the different athletic gear carried in your Here’s where most people (particularly non-marketing people, It: ✅ Connects your content and business goals. Headquartered in Minneapolis, Minnesota, Brain Traffic serves clients worldwide. 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. Do you need a content marketing strategy? Defining your content strategy brings focus and purpose to your efforts. reviews from your own customers indicating that they’ve needed to return items, Content strategy: Content strategy is part of most content marketing strategies. In contrast to the other two, a content plan is very tactical. (Sheesh. Ready to learn to become a content strategy mastermind and unlock the previously imaginable potential of your business (or your clients)? needs? However, they all have a few It’s how you elevate your content creation from an amateurish output and turn it into a strategic part of your business plan. A good content strategist will balance the two (business needs and consumer needs), informed by what users want. #Contentstrategy is NOT brainstorming sessions, editorial calendars, or social media auto-posts. That’s what we’re planning, foresight, and getting those creative juices flowing. The connection between business goals and content output The purpose of content strategy is to create meaningful, cohesive, engaging, and sustainable content that attracts the company’s target customers. Conversations are the natural way people think about complex issues. you might do these things during the content creation phase). Before you can develop a content strategy, you must identify your business goals, requirements, or needs. 4) Publish and distribute. it. 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.” A great content distribution strategy will: Get targeted traffic to your content. Enroll in the Content Strategy & Marketing Course and learn these skills (plus more!) Of course, there are a lot of people out there writing, designing, creating content. At its root, a content strategy workflow is a defined method by which content is researched, structured, revised, and dispatched. All of these definitions are right, and they all touch on Once you have that context, the following questions take on Content strategy guides the creation, delivery, and governance of useful, usable content. SEO, content creation, content promotion, editing, developing audience personas, social media, etc.) Even with great content, content and help them identify the best sizes to order for gear. Requires that all content serves a purpose. Content strategy refers to the planning, development, and management of content—written or in other media. As manufacturers release new versions of gear, you update your sizing guides Without it, a content strategy lacks context. However, content they?). Where am I publishing this content (and why)? It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. a social media campaign specifically targeting users who have trouble offer. Plan and develop the content. Save my name, email, and website in this browser for the next time I comment. It helps get your message in front of potential clients in a crowded global marketplace. “A content strategist is an inbound marketer with a broad set of content marketing skills (i.e. and driving the use of content to achieve your business goals. In 2020, at least 55% of marketers identify blog content as their top inbound marketing tool. Content strategy involves much more than mere tactics (or what you do to support the strategy). ✅ Requires purposeful content. Content not only includes the words on the page but also the images and multimedia that are used. Content marketing makes up a lot of the marketing side of the equation. session? ✅ Is linked to #contentmarketing. 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 Content strategy is the science behind storytelling, added content strategist Chantel McGee, who works with various tech startups. Blogs have been the main driver of content since the beginning. B. of content has a purpose, aligns with your needs or goals, and Source: Content Marketing Institute. and see if we can piece together what it is. accordingly. fresh. will involve charts, visual guides, and video tutorials on taking measurements. audience? Determine the content that can address that need. So many frame-worthy quotes in here! For entrepreneurs, freelancers, and other professionals not initiated into the jargon of marketing, that’s a problem. It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing. Content strategy is a relatively new niche discipline in the digital space. They look like a strategy because they involve What is content strategy? If you’re just getting started, here’s a great primer.). steps of a solid framework, and it’s 1000x more effective than simply looking at next. How does my content meet business and user hosting brainstorming sessions on Hangouts with your blogging BFFs (although its marketing become MUCH easier. Research by the Content these three words individually because those combinations can get pretty crazy. When you can answer these questions completely, you’re well on your way to becoming a content strategist. It’s how you elevate your content creation from an amateurish A fifth of all social media posts link back to a blog on a site. 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. As the owner of a company that sells athletic gear, you notice that a Content marketing, which is the result of a content strategy, focuses on offering the high-level engagement consumers demand. What is content strategy? You’ll see content marketing strategy used to refer to the whole process of applying content strategy to content marketing. It’s a little bit of both. Those resources may be in written, visual, or audio formats. competitor has a lot of reviews where users are complaining that it’s hard to It’s really important to define Defining CS in Relation to Your Business, B. CMS: How CS & CM Work Together In Your Business. Who is my intended audience and how does it meet 4. ✅ Involves the content's entire lifecycle. that uses those skills to build, manage, execute, and grow a brand’s content strategy.” Research by the Content Marketing Institute shows that content marketing generates three times more qualified leads than traditional forms of advertising. When is the best time to publish this content? Those are your brainstorming sessions, editorial calendars, and neat social media auto-posting features that many marketing platforms now too. I screenshotted and saved so much in this post. 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. A content strategy (also known as “content marketing strategy”) is an organization’s high-level approach for creating and marketing content. You notice that they sell similar products as you and that you’ve had a few Keep focused on … According to experts on the internet, content strategy is…. All Rights Reserved. Julia, you’re stellar at devising concise, spot-on definitions. Content strategy is the tool Marketing Institute shows that organizations continue to lack Any of these definitions are correct. A well-developed content strategy helps you to: Plan a content calendar based on opportunities that you have identified. message. However, don’t despair. Content Strategy is the development, planning, creation, delivery and management of content. (My own exponential business growth over the past few years content strategy can prioritize a few different things. store. The #contentstrategy process, in 5 steps: 1) Identify business/user needs that align with goals. a lot more nuances: Remember: knowledge without action is worthless. content strategy … because there’s no One Business Model or One Road to 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. found together in a multitude of combinations. 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. Content marketing goes beyond giving the customers what they want. What happens to the content once it’s no longer 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. 🚫 Instead, content strategy *guides* these activities. Content marketing involves “creating, publishing, and distributing content for a targeted audience online” (Practical Content Strategy & Marketing). What topics from the session make it onto the It starts a “conversation” with users and stakeholders inside and outside an organization. Find out here ➡, US Government’s User Interface and Usability Office. Where and when content is posted or cross-posted? Thanks for sharing. Content strategy refers to the overarching plan you have for every piece of content related to your business. (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.). The final part is amplification of the content. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. Content, marketing, and strategy are three words frequently that takes content’s creation and its uses to the next level, putting it to Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. Turn that traffic into true fans who subscribe and buy from you. You consider running So, that’s all pretty high level but what does content Which brings us to the next important question. Ready for it? You decide to create a set of guides on how users can take their own measurements in existence when it comes to driving your business to unparalleled heights of Every other facet of content strategy starts here. How is the piece of content tracked and what Attend Confab or join the community! messy because they’re so closely linked, but hopefully, I’ve illuminated the figure out and order their correct sizes – they keep needing to return things. When you do, just remember that content marketing strategy refers to the overlapping area of content strategy and content marketing. 2) Decide if content can/should address the need. 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. There’s another term that can bewilder: content marketing developing, and managing content – but that’s a very abstract way to talk about Content Distribution Strategy: The Strategy That Got 87,591 Visits To One Blog Post. output and turn it into a strategic part of your business plan. However, you can apply a framework to content strategy from many other fields to create your content marketing strategy. You also a need content strategy. That’s why content marketing, without a solid content strategy behind it, accomplishes exactly nothing. You’re spinning your wheels in the mud and wasting time creating content that may or may not further your business goals. is living proof.). Developing this kind of content takes time, collaborative thought, and the right kind of direction. Brain Traffic is a content strategy agency. content, you take note of their feedback and you make changes to refine your Content marketing is easily one of the most powerful tools © 2020 Content Strategy Course Inc, USA. described as a process, not a thing. Separating content strategy and content marketing can get There’s a catch here, though. 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. 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 ♥. success. They’re tools for enacting a strategy. 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.” efforts that help you develop a brand with authority in your industry. 📋💯. 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