Everyone’s talking about content these days. There’s good reason for that. As more and more of the economy goes online, the visibility of your business increases. Content is what your business presents to the world, and it’s what your reputation is based upon.
Content has a big job to do. In a world where contact with your business can be fully virtual without the traditional interpersonal contact, content is what replaces that “first impression” of a face-to-face meeting.
CONTENT STRATEGY MATTERS
It follows that the content that you put online should ideally be part of a content strategy that reflects who you are as a business and what you want the world to know about you.
It’s tempting to launch in and start using content to market your business. That’s understandable – you’re time poor, and you need results fast. To avoid wasting money on the marketing of content, your business should ideally first create a content strategy. This should be based on your business needs and aims. Just as a marketing strategy is based on business aims so should your content strategy.
According to Content Strategy for the Web by Kristina Halvorson and Melissa Rach, your content strategy should guide your plans for the creation, delivery, and governance of content.
The authors refer to inter-related key components that affect the core content strategy:
- Workflow and Governance
Content strategy may include all of some of the following:
- Messaging and branding
- Web writing
- Information architecture
- Search engine optimization
According to Daniel Palmisano, Content Strategy Manager, Optus,
Content strategy and content marketing are often confused, but they’re separate. Content strategy covers a broader scope than content marketing and is the core strategy that should drive any online marketing activities that your business undertakes.
“By way of comparison, content marketing is to content strategy what a movie trailer is to a movie.
The movie trailer can reflect the full movie, but it’s far from being the full movie.
“First up, it’s important to understand that content can cover much more than just the copy on your website.
“Content is essentially information. Think of content as anything that your business can produce that can be consumed by your audience with their senses, whether they’re customers or influencers.
“Content could be images, videos or audio. It can take many forms such as infographics, blogs, white papers, audio or video interviews or even memes.
“Content strategy is important for businesses of all sizes – not just large corporations.
“Your content strategy should be derived from the core drivers or the mission statement of your business so that it can reflect and help deliver on the aims of your business.
“Whatever the size of your business, it’s essential to remember that content works best when it adds value to the user. For content to be effective, it should help create user engagement. Your content strategy should take into account both the needs of your business and the needs of your users, whether they’re customers, prospects or other stakeholders.
“Today businesses are ‘chasing eyeballs’ to engage with users online and over time buy their products or services. Content is an integral part of that,” Daniel says.
Look out for future articles that will cover how to build your content strategy and tips on content marketing.