What is content strategy and why is it important?
Very simply, content strategy is the planning, development, delivery, and management of content that supports your customers and the goals of your business. Content can include anything: words, images and multimedia, presented in a way that makes your customer happy. Sounds simple, right? In theory, yes. But for many businesses, especially start-ups and very small companies, ensuring that you provide useful, well-structured and easy-to-find content to your customers can be quite challenging.
The goal of content strategy is to create meaningful, engaging, and manageable content for your customers and for your internal users. At the most basic level, content strategy helps you identify what content you already have, what content you should create and why you should create it. Your content strategy should be aligned with your company’ goals and address the needs of both external and internal users.
Again, a start-up or very small company may not have the resources to address content strategy when they first open their doors for business or even when they are still very small. After all, there are many other mission-critical tasks to focus on with a typically small staff of people, all of whom are wearing the proverbial many hats. However, when your company begins to grow, when it begins to take off and become successful, your customer base will grow and you will want your organization to become mature enough to handle your customer’s rapidly expanding needs. It is at this point that content strategy becomes critical to your mission.
Here are just a few of the positive results of a good content strategy:
- It makes your life easier. Know what you have, what’s working and what isn’t working, and be confident that you’re sending the right message to customers.
- It will make your customers’ lives easier. Give them what they want when they want it and make it easy for them to take action and share their success with others.
- It will save you time and money. Repurpose content for multiple outputs, reduce customer service calls, and educate your users so they can become more self-reliant.
- Your company’s prestige and influence will grow. Useful, appealing content makes happy and engaged customers, and happy and engaged customers improve your reputation in your chosen industry by sharing their success with other potential customers.
So start thinking about content strategy and how it can help your business get to the next level.
I’ll write more on content strategy in future posts.