We’re going to be bold here and say it: a strong content strategy can help you achieve actual marketing and business goals. As you march into planning season for next year, you may be setting some pretty ambitious goals. We’re here to tell you that content strategy is an essential tool in your marketing toolkit you can use to reach those goals.
This month, the team at Suite Seven will publish a series of articles that we hope will provide some food for thought about content strategy as you develop/negotiate/sell your marketing plan — from the ways a content strategy can boost your business to how to execute against your content strategy to see results.
But first things first. People talk about content strategy in different ways. So what is it, actually? Here at Suite Seven, we define “content strategy” as the process that helps your company figure out what content your audience needs and wants, how they want to receive and digest it, and what principles should govern all the content across all of your platforms — now and in the future.
Although it’s always a good idea to develop a content strategy to ensure the hard work you put into creating content actually pays off, keep in mind that developing a content strategy can be crucial in certain situations, such as when you are:
- Repositioning or rebranding your company. A content strategy can help you keep your new and improved brand story straight across all of your platforms.
- Facing an increasingly competitive marketplace. When you need an edge over the competition, a content strategy helps you strategically promote your company’s value to customers across all platforms.
- Planning a website redesign. It’s smart for your website content to inform the design of your site, instead of the other way around. With a content strategy, you can be sure your website provides the information customers want in a user-friendly way that makes it easy for them to find.
- Considering implementing a new content management system (CMS). Your content strategy should inform what kind of CMS you purchase — it’s essential to making the right choice and implementing the CMS correctly.
- Increasing online marketing. Planning on more email, mobile, online and social media efforts? As you consider less traditional marketing, a content strategy is critical for establishing a framework that orchestrates all your different efforts.
So over the next four weeks, stay tuned for juicy tips and sanity-saving posts on topics like:
- Content strategy 101 for 2014 marketing planning
- How a content strategy can help achieve business goals
- Defining your company’s message
- Your content ecosystem
- Establishing a feasible workflow and governance (e.g., how to get it done)
- How content strategy helps you gain and retain customers
We hope you learn something new and will better understand how content strategy fits into your business and marketing planning for 2014 and beyond.
Read our 2014 planning articles
Is 2014 your year for content strategy?
Is this going to be the year you get your content house in order? Before you embark on a content strategy initiative, consider whether you’re ready for the change and commitment involved.
The importance of setting business goals to drive your content strategy
You can’t create effective content without knowing the business purpose behind it. To get there, you have to ask why, why, why.
Making a case for the discovery phase
Take the time to think, plan and organize your content strategy. You’ll thank yourself later.
Thinking like a content strategist
More than writers and editors, content strategists wear many hats and perform many functions long before they even get around to writing a single word. But that’s what makes the content strategist’s job so important (and exciting!).
How content marketing helps you gain and retain customers
People are tuning out — until they see content that’s relevant to them. Learn why content (with a strategy) should absolutely be part of your marketing mix.
Don’t talk to everyone the same everywhere
Make your content marketing relevant to your audiences with a careful strategy.