The term Content Strategy has been popping up more and more in my world, and now that I’ve wrapped my head around it, I thought you might like to as well.
Content Strategy is “the practice of planning for content creation, delivery, and governance.”
In other words, it’s a plan for understanding how content is going to affect your business and how to produce, publish, and respond to your content. It makes posting a blog post more than writing one blog post and publishing it. Instead, that blog post is merely one post in an entire strategy aimed at building your business and brand.
How do you put a content strategy in place for your business?
Put a lot of thought and time into understanding what content is needed. Don’t write a blog post just because you think it’s interesting. You have to know that a majority of your audience will think it’s interesting as well.
Research, research, and research. Pulling a blog post out of thin air might be easy, but who is it helping? Decide on a message for your blog and learn as much about that message as possible.
For example, if you are trying to reach dog lovers, and you want your message to be that all dogs can live a long, happy life with the proper medical treatment, grooming, and food, then you better do your research to find out what all that entails. It’s a great message, be able to back it up.
Create a plan of content. Whether it’s for the week, the month, or the year, knowing what is going to be published and when is very helpful. This is very close to an editorial calendar. Only, you’ve done the research to back up why you’re posting when.
Write the content. When doing this type of in-depth content strategy plan, a blog post is going to take a lot longer thanks to the copious amounts of research you have to do. If you need to post once a week instead of everyday, that’s ok. Putting out content that fits into a content strategy plan will make up for it. If you’re not willing to lower your posting schedule, consider hiring someone to help ease the work load.
Publish the content. This is more than just pushing the publish button. At this point your content should be so focused that you may want it on the front page of your website instead of just your blog. Take the time to think about where this content will be the most beneficial for readers. Where are they most likely to read it?
Occasionally, you may realize that a blog post you thought was ready for your site would actually be a much better guest post on another site. Take the time to think about these things.
Review after publication. Once you have published your content, make a note of what worked and what didn’t. What was the response? Did it get a lot of attention, if not, why not? Was it published on the wrong site? Did it not give enough information? Was it too dense? This needs to be a constant part of the content strategy. It never goes away.
Develop a style guide and a policy on how to handle comments, requests, etc. Keeping your content grammar uniform, and your comment responses consistent will lend an air of professionalism to your posts.
Have you thought about putting a content strategy into place? Do you think doing so would help bring you up a level?