What is Content Strategy?

Content Strategy helps ensure that you deliver the right content, to the right user, at the right time - in order to achieve measurable business goals. Whether that content is in the form of text, videos or images, Content Strategy aims to standardize the process of delivering a smart, engaging and meaningful user experience to address user needs and meet business goals. Content Strategy combines elements of content management, information architecture, user experience design, online marketing and project management - all with the end goal of providing users with a positive online experience that informs, compels and directs them toward a well defined goal.

Why is Content Strategy Important?

You come into contact with examples of Content Strategy every day. Some of them are good. A lot of them are bad. What separates those online experiences that leave you feeling satisfied with those that make you feel frustrated and confused? Which websites do you return to day after day and which do you avoid like the plague when you see them pop up in search results? The answer is not always as simple (or as easily implemented) as it may seem. That is where an experienced content strategist comes in!

What Does a Content Strategist Do?

Since every business is different, the role of a content strategist can vary depending on a lot of different factors. In general, however, it is the content strategist's job to answer each of the following questions about the site they are working on:

  • Who? Who is your target audience? What are the demographics of your userbase? If you don't have a clear idea of who your customers are and what motivates them to use your site, you're going to have a tough time creating content that speaks to them.
  • What? What are your business goals? Are you trying to generate sales of a product or service? Are you trying to get users to sign up for a mailing list, newsletter or free subscription? Are hoping to use ad revenue to subsidize an information portal? Are you trying to build brand loyalty or engagement for an offline product? Knowing what your goals are is the only way to know if you've accomplished them.
  • When? Providing information that is timely, topical and targeted to your customer's needs is one of the best ways to increase repeat visits to your site and engagement to the content you're offering. Creating a well defined editorial calendar is one of the many things that a content strategist can do to help you anticipate what your audience is looking for and deliver it right when they need it most.
  • Where? Where is your content going to live? Is it going to be somewhere logical and easily accessible or is going to be buried so far deep in your site that even you'll have a hard time finding it? The larger the site and the more complicated the taxonomy, the harder this task becomes. Just like an architect draws up blueprints for how a house should be constructed, a content strategist can help you come up with a structure that makes finding the information on your site intuitive and effortless.
  • Why? Every piece of content should have a purpose. Whether it's an About Us page, an email submission form or a list of product specifications, there needs to be a clearly defined reason for it to exist and a measurable way to determine whether it is delivering the results that you expect. A content strategist can help you make sure that every piece of content is optimized to produce the desired effect and help contribute to your goals.
  • How? Once you've identified the content that you want to create (or update), the final step involves figuring out how to bring it to life with the resources available. Working within a budget and taking into consider any technical or administrative constraints, a content strategist will help you come up with a detailed workflow that is efficient, agile and designed to meet your specific content needs.

If you're ready to take the next step and find out how I can help you bring the content on your site to life, take a look at some of the professional services I offer.

How can I help you?

Learning how to optimize your content to support your business goals can be a confusing, time-consuming process. Why not find someone with the experience to do it right the first time so you can spend more time running your business. Drop me a line and we can chat about how I can help you make the most of your content.


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