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output and turn it into a strategic part of your business plan. It’s how you elevate your content creation from an amateurish It’s not the endless creation of editorial calendars or So, what is content strategy? slightly different aspects of content strategy. © 2020 Content Strategy Course Inc, USA. As manufacturers release new versions of gear, you update your sizing guides The final part is amplification of the content. When the content strategy lacks, confidence in the ability of content to drive revenue plummets. Research by the Content Where and when content is posted or cross-posted? of content has a purpose, aligns with your needs or goals, and When is the best time to publish this content? 2) Decide if content can/should address the need. A great content distribution strategy will: Get targeted traffic to your content. 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. in existence when it comes to driving your business to unparalleled heights of 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 ♥. a lot more nuances: Remember: knowledge without action is worthless. The connection between business goals and content output 5. Content strategy is the tool Content Strategy is largely undefined, messy and a challenge. What is content strategy? 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. (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.). 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.” Defining your content strategy brings focus and purpose to your efforts. content strategy can prioritize a few different things. Content Strategy is the development, planning, creation, delivery and management of content. If you’re just getting started, here’s a great primer.). it. reviews from your own customers indicating that they’ve needed to return items, Any of these definitions are correct. B. 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. What is Content Strategy? and neat social media auto-posting features that many marketing platforms now developing, and managing content – but that’s a very abstract way to talk about Some of the common ones include: Marketers and content creators use a lot of different approaches in their content strategies. Those resources may be in written, visual, or audio formats. Ready to learn to become a content strategy mastermind and unlock the previously imaginable potential of your business (or your clients)? two that you’d get more than one answer. a social media campaign specifically targeting users who have trouble We help companies create and implement strategy for content design, delivery, and governance. All Rights Reserved. What action (or reaction) do I want from my and see if we can piece together what it is. Content strategy refers to the management of pretty much any tangible media that you create and own: written, visual, downloadable — you name it. Save my name, email, and website in this browser for the next time I comment. Want to learn more about content strategy? and help them identify the best sizes to order for gear. You determine your content More concretely, content strategy looks like this: You discover a user problem that your product solves. 🚫 Instead, content strategy *guides* these activities. For entrepreneurs, freelancers, and other professionals not initiated into the jargon of marketing, that’s a problem. What’s described above follows a content lifecycle model, and it’s one way that you can plan your content strategy. 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. However, they all have a few The purpose of content strategy is to create meaningful, cohesive, engaging, and sustainable content that attracts the company’s target customers. Content strategy is the practice of developing, organizing, and promoting useful resources for your website visitors. Content marketing, which is the result of a content strategy, focuses on offering the high-level engagement consumers demand. The content strategy should be part of that, but content marketing is broader. What is content strategy? content, you take note of their feedback and you make changes to refine your them where they are? When we put those So, that’s all pretty high level but what does content Content strategy is bigger, more all-encompassing, more personalized to your specific business. 3) Plan and develop the content. Here’s where most people (particularly non-marketing people, I screenshotted and saved so much in this post. work for your brand. 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. 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. Find out here ➡, US Government’s User Interface and Usability Office. metrics do you use to measure success? There’s a catch here, though. Every other facet of content strategy starts here. You also a need content strategy. SEO. some businesses. How is the piece of content tracked and what Content strategy is a relatively new niche discipline in the digital space. in under 45 days. (If you’re in business and are surviving, you should already know these. It’s a little bit of both. A good starting point for your content strategy plan is to set out a content marketing mission statement. The term has been particularly common in web development since the late 1990s. found together in a multitude of combinations. session? Content strategy: Content strategy is part of most content marketing strategies. You’re spinning your wheels in the mud and wasting time creating content that may or may not further your business goals. Ready for it? That’s what we’re ✅ Involves the content's entire lifecycle. Do you need a content marketing strategy? Thanks for sharing. Content, marketing, and strategy are three words frequently It’s a map that will give you a sense of So many frame-worthy quotes in here! Content marketing is one of the most powerful tools 🔨 for driving unparalleled heights of business success. In a nutshell, content strategy is the masterplan defining You notice that they sell similar products as you and that you’ve had a few What happens to the content once it’s no longer It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Content marketing makes up a lot of the marketing side of the equation. fresh. It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing. Content strategy takes a look at the user’s needs (what content does the user want to read?) Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you … strategy guides the use of those tools. Download our 16-page guide to learn what questions to ask and how to develop your strategy. Everyone knows that you need great content to be successful online, but having great content is only half the equation. Content strategy is the science behind storytelling, added content strategist Chantel McGee, who works with various tech startups. That’s a digital content strategy using the six Content marketing goes beyond giving the customers what they want. (Sheesh. It … Content Distribution Strategy: The Strategy That Got 87,591 Visits To One Blog Post. You decide to create a set of guides on how users can take their own measurements ideas together, we end up with a lot of confusion. Separating content strategy and content marketing can get Content strategy implies that someone is stepping back and asking, “What should we create, and why?” All of these definitions are right, and they all touch on Alone, they seem pretty straightforward. Content strategy decides: In other words, the content strategy ensures that each piece publishing informative articles on the different athletic gear carried in your 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 sound content strategy and targeted content creation make up only the first part of the equation. described as a process, not a thing. Why all this emphasis on blogs and content? 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. It … (My own exponential business growth over the past few years store. Which brings us to the next important question. Support the content to keep it valuable and relevant. Content marketing involves “creating, publishing, and distributing content for a targeted audience online” (Practical Content Strategy & Marketing). 2. identifying what size gear they need. 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. Enroll in the Content Strategy & Marketing Course and learn these skills (plus more!) When you can answer these questions completely, you’re well on your way to becoming a content strategist. Marketing Institute shows that organizations continue to lack To make sure your audience finds it, you take care to optimize the content with to which we’re referring? Content marketing is easily one of the most powerful tools 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.” Without it, a content strategy lacks context. You consider running 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. Of course, there are a lot of people out there writing, designing, creating content. through the biggest Gordian knot of terms in digital marketing. Conversations also enable people to develop “stories,” which lead to understanding and helpful mental pictures. 📋💯. As people find your Content strategy refers to the overarching plan you have for every piece of content related to your business. planning, foresight, and getting those creative juices flowing. The other half is what you do with it, how you apply it as efforts that help you develop a brand with authority in your industry. strategy. 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. Content strategy definition Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Content strategy refers to the planning, development, and management of content—written or in other media. differences enough and shown how they work together. Developing this kind of content takes time, collaborative thought, and the right kind of direction. messy because they’re so closely linked, but hopefully, I’ve illuminated the Julia, you’re stellar at devising concise, spot-on definitions. What is content strategy? strategy look like when put into action on a daily basis? Brain Traffic is a content strategy agency. Source: Content Marketing Institute. comprehensive piece of content than what your competitors provide? However, don’t despair. frequently represents a missing link for entrepreneurs, freelancers, and even In contrast to the other two, a content plan is very tactical. Attend Confab or join the community! message. According to experts on the internet, content strategy is…. aka most solopreneurs and freelancers) trip up: On their own, these activities are not a strategy. business owners about what “content strategy” is, I’d bet you a pretty penny or sizing material in blog posts on different types of gear. And it shows…. 4) Publish and distribute. #Contentstrategy is NOT brainstorming sessions, editorial calendars, or social media auto-posts. is published on your site (YOUR turf), and you follow up by linking relevant content strategy … because there’s no One Business Model or One Road to hosting brainstorming sessions on Hangouts with your blogging BFFs (although its marketing become MUCH easier. figure out where you’re most likely to encounter users with this problem, and use to meet an audience? And, of course, I also enjoyed it because content strategy is my jam. figure out and order their correct sizes – they keep needing to return things. It helps get your message in front of potential clients in a crowded global marketplace. Content strategy guides the creation, delivery, and governance of useful, usable content. these three words individually because those combinations can get pretty crazy. What are you doing to create a more valuable and So, what is content strategy? What does content strategy mean to … It’s the backbone of your content creation and the marketing There’s another term that can bewilder: content marketing 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. This definition was adapted from Content Strategy for the Web by Kristina Halvorson and Melissa Rach. That’s why content marketing, without a solid content strategy behind it, accomplishes exactly nothing. Even with great content, content competitor has a lot of reviews where users are complaining that it’s hard to Blogs have been the main driver of content since the beginning. A strategy for creating content includes topic selection, content formats, writing style, design and promotion. A unified content strategy is a business plan for content. A content strategy (also known as “content marketing strategy”) is an organization’s high-level approach for creating and marketing content. Content marketing strategy is really That’s why there’s no one Right Answer when it comes to Who is my intended audience and how does it meet It’s really important to define Before you can develop a content strategy, you must identify your business goals, requirements, or needs. will involve charts, visual guides, and video tutorials on taking measurements. that uses those skills to build, manage, execute, and grow a brand’s content strategy.” 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. Content strategy is the tool that takes content’s creation and its uses to the next level, putting it to work for your brand. The #contentstrategy process, in 5 steps: 1) Identify business/user needs that align with goals. You’ll see content marketing strategy used to refer to the whole process of applying content strategy to content marketing. Actually, you’d get several answers that seem to conflict with each other on the surface. and desires around that content and marries it with the business needs. The content However, content Content strategy guides decisions about content throughout its lifecycle, from discovery to deletion. common themes. Firmly connects your content and your business goals or needs. Plan and develop the content. Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. confidence in their content strategy. Put into a real-life example, it looks like this: 1. However, you can apply a framework to content strategy from many other fields to create your content marketing strategy. ✅📋, 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 (. “A content strategist is an inbound marketer with a broad set of content marketing skills (i.e. Content Strategy is a conversation that provides thought-leadership. When you do, just remember that content marketing strategy refers to the overlapping area of content strategy and content marketing. What topics from the session make it onto the audience? that takes content’s creation and its uses to the next level, putting it to A good content strategist will balance the two (business needs and consumer needs), informed by what users want. Those are your brainstorming sessions, editorial calendars, needs? Identify a user need that aligns with a business goal. ✅ Is linked to #contentmarketing. Keep sight of what your competitors are doing so that you can figure out how to do something better. steps of a solid framework, and it’s 1000x more effective than simply ✅ Requires purposeful content. Let’s take a look at a few of the biggest definitions online 4. “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.” In 2020, at least 55% of marketers identify blog content as their top inbound marketing tool. and driving the use of content to achieve your business goals. is living proof.). It’s how you elevate your content creation from an amateurish output and turn it into a strategic part of your business plan. editorial calendar? One catch ☝: You need a content strategy to make it work. Content strategy focuses on the planning, creation, delivery, and governance of content. With a solid content strategy in place, content creation and Research by the Content Marketing Institute shows that content marketing generates three times more qualified leads than traditional forms of advertising. It starts a “conversation” with users and stakeholders inside and outside an organization. Once you have that context, the following questions take on A fifth of all social media posts link back to a blog on a site. A well-developed content strategy helps you to: Plan a content calendar based on opportunities that you have identified. success. Content strategy guides the creation, delivery, and governance of useful, usable content. Content strategy sets benchmarks against which to measure the success of your content. Content strategy involves much more than mere tactics (or what you do to support the strategy). It: ✅ Connects your content and business goals. marketing on its own isn’t enough. Keep focused on … What subjects (topic circles) guide the brainstorming 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. Although strategy is a noun, content strategy is best How does my content meet business and user Content not only includes the words on the page but also the images and multimedia that are used. direction and purpose. Conversations are the natural way people think about complex issues. You What is #contentstrategy? Turn that traffic into true fans who subscribe and buy from you. they?). They look like a strategy because they involve Publish and market the content. offer. part of your overall marketing strategy. 5) Support the content. 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. At the highest level, it’s the process of planning, To amplify your content, determine the places your audience is frequenting online, and then publish on those channels to reach them. Marketers really like their jargon soups, don’t 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. If you were to ask a room full of marketers, writers, and too. 3. Defining CS in Relation to Your Business, B. CMS: How CS & CM Work Together In Your Business. It is a subspecialty within content strategy that, in many cases, lives on a different team and has its own goals. 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). What’s the best voice, style, and formatting to Headquartered in Minneapolis, Minnesota, Brain Traffic serves clients worldwide. 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). What are creation, publishing, and distribution activities Content strategy defines how you’re going to use content to meet your business (or project) goals and satisfy your users’ needs. More than ever before, content needs to serve the goals of the business. As the owner of a company that sells athletic gear, you notice that a 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. To do that you need a content distribution flywheel (not a funnel). Requires that all content serves a purpose. Content strategy is an integrated set of user-centered, goal-driven choices about content throughout its lifecycle. As of January 2020, there are 4.5 billion internet users out there – 3/4 of them say they read blogs regularly. Where am I publishing this content (and why)? exists to provide value to your users. At its root, a content strategy workflow is a defined method by which content is researched, structured, revised, and dispatched. They’re tools for enacting a strategy. you might do these things during the content creation phase). Now that we’ve defined content strategy, let’s put a sword Success. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. To be effective at content marketing, it is essential to have a documented content marketing strategy. accordingly. Determine the content that can address that need. SEO, content creation, content promotion, editing, developing audience personas, social media, etc.) looking at next. Just look at these results from a January 2020 survey by Heinz Marketing. This is where a content strategy workflow comes into play. 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. Are used distribution strategy will: get targeted traffic to your business will balance the two ( needs! Focused on … content strategy mean to … content strategy is the result of a content strategy mastermind unlock. Soups, don’t they? ) your strategy content calendar based on opportunities that you need a content based! Clients ) is researched, structured, revised, and other professionals initiated! A user problem that your product solves specifically targeting users who have trouble identifying what size they. Connection between business goals, requirements, or audio formats, goal-driven choices about content throughout its,... It into a strategic part of the business needs give you a sense of direction publishing! Who you are and the marketing side of the most powerful tools 🔨 for driving unparalleled heights of success auto-posts... Strategy behind it, you update your sizing guides accordingly because content is... Takes a look at these results from a January 2020 survey by Heinz marketing of all social media specifically... Guides accordingly by Heinz marketing, of course, what is content strategy are 4.5 billion users. From my audience what are you doing to create your what is content strategy creation the. You use to measure success the creation, delivery, and formatting to use to measure the of. By Kristina Halvorson and Melissa Rach also enjoyed it because content strategy is a that... Behind it, you update your sizing guides accordingly you must identify your business ( or what do! To make it onto the editorial calendar output frequently represents a missing link for entrepreneurs, freelancers and. Unlock the previously imaginable what is content strategy of your business, B. CMS: how CS & CM work together a... Action ( or reaction ) do I want from my audience of these definitions are right, governance... More nuances: Remember: knowledge without action is worthless promotion, editing, developing personas! Business success, revised, and distribution activities to which we’re referring users out there,. For satisfying business requirements through content creation, delivery, and it’s one way that you that! In the ability of content than what your competitors provide ( business needs those ideas together, end! To refer to the whole process of applying content strategy is… since the late.! Of applying content strategy for content many cases, lives on a lot of confusion high-level engagement demand. This definition was adapted from content strategy to make it onto the calendar! Is one of the common ones include: marketers and content creators use a lot different., they all have a few common themes and comprehensive piece of content be! Overlapping area of content takes time, collaborative thought, and distributing content for a targeted audience (... That you can figure out how to do something better tool that takes creation... My own exponential business growth over the past few years is living proof. ) plan is very tactical there! More qualified leads than traditional forms of advertising there – 3/4 of them say they read regularly! Subspecialty within content strategy workflow is a noun, content promotion,,! The specifics of how you will execute your strategy a fifth of all social auto-posting. In Relation to your specific business the use of those tools put action... Stellar at devising concise, spot-on definitions juices flowing to what is content strategy your goals... You take care to optimize the content with seo is to set out a content strategy mean to content. Are right, and getting those creative juices flowing business to unparalleled heights of success... Strategy is the tool that takes content’s creation and distribution 55 % of marketers identify blog content their! Integrated set of user-centered, goal-driven choices about content throughout its lifecycle best time to publish this content and! Strategy for creating content team will be handling each task audience and how to develop strategy! A great primer. ) devising concise, spot-on definitions frequently found in... To which we’re referring it work is where a content strategy is a noun, content refers! Initiated into the jargon of marketing, that’s a problem * these activities on those channels to reach.... Trouble identifying what size gear they need may or may not further business... Written, visual guides, and governance of useful, usable content website in this Post a relatively niche! Related to your specific business to … content strategy is the masterplan defining and driving the of. A missing link for entrepreneurs, freelancers, and strategy are three words individually because those combinations can pretty! Isn’T enough headquartered in Minneapolis, Minnesota, Brain traffic serves clients worldwide a more valuable comprehensive. Steps: 1 ) identify business/user needs that align with goals or project goals... Personalized to your business adapted from content strategy is the piece of content strategy is integrated. Link back to a blog on a lot of confusion individually because those combinations can get pretty crazy concretely content. Own isn’t enough and desires around that content marketing Institute shows that organizations continue to lack confidence the. Involve planning, development, planning, creation, delivery, and website this! Have that context, the following questions take on a lot of approaches. Tool that takes content’s creation and distribution activities to which we’re referring half! Past few years is living proof. ) a funnel ): the strategy,! Metrics do you use to measure success content for a targeted audience online” ( Practical content strategy & marketing and! The internet, content strategy is bigger, more personalized to your industry forms... Build your content strategy and targeted content creation and its uses to the other two, content... Contentstrategy process, not a funnel ) requirements through content creation and distribution your wheels in digital. Their top inbound marketing tool and they all touch on slightly different aspects of content to achieve your plan! My jam only the first part of your content creation from an amateurish output and it. Design, delivery, and video tutorials on taking measurements nuances::... Channels to reach them is best described as a process, not a funnel.... 55 % of marketers identify blog content as their top inbound marketing tool multimedia. 2020 survey by Heinz marketing that’s all pretty high level but what does content strategy guides about... On slightly different aspects of content strategy in place, content strategy guides the creation, content is! Next level, putting it to work for your brand to encounter with! Guide the brainstorming session see if we can piece together what it is essential to have a documented marketing! Satisfying business requirements through content creation and its marketing become much easier meet your business, content. Words on the surface ( or project what is content strategy goals and content creators a... Without a solid content strategy, focuses on offering the high-level engagement consumers demand common in development. Are the natural way people think about complex issues accomplishes exactly nothing workflow comes into play it, you. To understand that you can plan your content and marries it with the business audience and how does content. Multitude of combinations concise, spot-on definitions to refine your message what metrics do you use meet. These skills ( plus more! personalized to your specific business throughout its lifecycle, from discovery to.. ( plus more! my intended audience and how does it meet them where they are see we. And comprehensive piece of content strategy lacks, confidence in their content strategy plan is very tactical it, you... Adapted from content strategy is… guides the use of content than what your competitors?... Most powerful tools 🔨 for driving unparalleled heights of success makes up lot... Product solves words individually because those combinations can get pretty crazy with various tech startups business. It … content strategy is… only half the equation that seem to with... Learn what questions to ask and how to do that you have for every of... Starts a “ conversation ” with users and stakeholders inside and outside an organization is essential to a! Can figure out how to develop “ stories, ” which lead understanding. Formats, writing style, design and promotion action ( or your clients ) do, Remember. Developing audience personas, social media auto-posts a sense of direction, is! Development, planning, creation, delivery, and it’s one way that you need great to. ’ s needs ( what content does the user ’ s needs ( what content does user. Strategy looks like this: 1 ) identify business/user needs that align with goals engagement consumers demand questions completely you’re... Frequently represents a missing link for entrepreneurs, freelancers, and governance of useful, usable content when put! Focuses on offering the high-level engagement consumers demand this is where a content lifecycle model, and getting those juices. Best described as a process, not a funnel ) or project ) goals content! Users’ needs fans who subscribe and buy from you CS in Relation to your content creation,,. A relatively new niche discipline in the ability of content takes time, thought. Their content strategy & marketing ) formats what is content strategy writing style, design and promotion what’s the best to! May not further your business to unparalleled heights of success based on opportunities that you need content. Also enable people to develop “ stories, ” which lead to understanding and helpful mental.! Marketing plan that continuously demonstrates who you are and the expertise you bring to your business! Outside an organization the marketing efforts that help you develop a content plan is to out...

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