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