Content strategy is the ongoing process of transforming business objectives and goals into a plan that uses content as a primary means of achieving those goals. Content strategy guides the creation, delivery, and governance of useful, usable content. Content strategy doesn’t exist in isolation. It’s not just building an editorial calendar, writing content, and publishing it. It’s not having a blog, even if it’s full of great content. It’s not putting out a one-off content piece here and there based on sales or product teams’ requests. If your content strategy doesn’t start with a business objective, it’s not a content strategy. It’s just content. Once you’ve established your core objectives, the “how” of your content strategy is honed by asking simple, yet vital questions.
- What do we want our content to accomplish in pursuit of our business goals?
- What are the KPIs for each type of content we publish?
- What is our target audience for the different types of content we will produce?
- What does a content audit of our site tell us about the existing content we have and our gaps?
- How will we source content ideas? How will we ensure they align with our brand voice, goals, and audiences?
- What content formats are we best suited to produce? Maybe your content team can put together a mean blog post but lacks the skills to create high-quality videos. If so, you know where you’ll be more likely to stand out.
- How will we ensure we have a documented strategy and governance, rather than relying on ad hoc requests for content?
- How will we distribute content? How can we ensure our email, influencer outreach, and social media content strategy supports our overall content marketing effort?
- Any content marketing strategy must align with your broader brand strategy, marketing goals, and business objectives. For that, you’ll want to develop a roadmap.