A content strategy needs to be part of any contemporary digital marketing strategy, but what is a content strategy?
Wikipedia describes content strategy as “…the practice of planning the content creation, delivery, and governance. A repeatable system that defines the entire editorial content development process…”
Forbes blogger, Michael Brenner, defines it as “as the mindset, culture and approach to delivering your customer’s information needs in all the places they are searching for it, across each stage of the buying process. It is a strategic approach to managing content as an asset, with a quantifiable ROI.”
UK based content company Content Amp shared this info-graphic showing the extent of the content marketing landscape in 2013.
In simple terms I see it as a subset of an overall digital strategy that considers content creation and content consumption.
Content Creation is about what content to create and how to create it. Often SEO research strategies will give an insight on what content people are searching for, relevant to your brand or product. This will give you the subjects/topics that content should be created around. An understanding of the online persona’s of your market will then let you determine the type of content to be created e.g. video, audio, copy, interactive tools.
The content also needs to be relevant to where it is going to be consumed (e.g mobile content should be more concise and easily consumed quickly on a handset)
The how to create it question needs to be answered by considering a process to produce this content in a manner that is economical and repeatable so that you can get an ROI out of continually producing content.
Content Consumption is about providing the content you’ve created in the places where your consumers are looking for it and making it compelling enough so that it is shared to amplify the consumption of this content.
In short, your content has to be amazing, relevant and helpful. It cannot be about you. It has to be about your consumers’ needs and wants.
When considering the places to post your content look at Owned, Earned and Paid channels. Where does it fit in the context of your website, blog, and social assets? Can this content be posted by other third parties, business partners. Can you cross share content with synergistic brands / products? Can this content improve paid advertising that you are doing, e.g. video in display ads or using video exchanges to seed your video content to relevant target segments?
Measure & Improve
Once you publish your content, look at what content is being engaged with the most and what content is being shared the most and adjust your content creation plan to produce more of this content.