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