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My Content Strategy Philosophy
My Content Strategy Philosophy
What actually is Content Strategy? Is it winning awards for your video at Cannes? Using the latest CMS? Writing great thought leadership? Is it engaging on every platform ever, and always having a social post ready for Global Avocado Appreciation Day?
I believe that Content Strategy can be boiled down to something simple: Creating content that solves business goals.
The tools that help you find that, the platforms you engage on, and the recognition that come out of it are all part of the equation, but making informed decisions about campaigns and one-off content pieces is the strategy.
Tell me the goals, and I'll plot the roadmap to your success.
What goes into an effective Content Strategy?
What goes into an effective Content Strategy?
Defining ambitious, achievable goals.
Assessing the brand's position vs. the competitive environment using SWOT and other discovery tools.
Auditing content that already exists and whether to keep it, tweak it, or scrap it and create something new.
Understanding the funnel as it pertains to your audience and customers, and defining an appropriate conversion path.
Producing content that resonates with your niche audience.
Reviewing and monitoring metrics to understand how each content effort is performing. This also includes understanding the user narrative -- what could explain these results?
Identifying what is and isn't working and optimize.
Example Deck
Example Deck
For a preview of my content strategy approach, please enjoy this example content strategy deck I made to show how it's going with a fictitious Bread Blog brand. In this example, we define the a user journey, content pillars and personas before taking a look at the previous quarter's blog performance and upcoming content.
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