Putting the “Strategy” in Content Strategy

Creating Shareworthy Content

Social media – visuals matter! Great photographs can be turned into videos, and in general, pictures and videos share more than text alone. Also, think of ways to integrate both print and digital content. We thought that digital would complete displace print materials, but it turns out that that’s not the case. Using a combination of both shows greater returns. You are likely to address a bigger audience this way. Perhaps young adults are glued to their laptops and smartphones, but the more mature generations would find it more enjoyable to pick up a magazine and browse through that.

In today’s digital age, the length of your content matters greatly. Brevity is key, and it’s important to choose your words carefully. While not every piece needs to be brief, every word counts.

Stuck on a problem? Crowd-sourcing is the new great way to engage the public and ask your audience what they think. Gather ideas and solutions from the public, the very people you are trying to address!

What does your audience find interesting?

What do your readers link to? What do they click on after they get on your page?  Sometimes, it’s not always what YOU want to tell your audience, but what THEY are looking for on your site. What are your customers asking (in terms of those working in customer service or front-facing services)? Make sure you understand what your competitors are showcasing. Take a look at traditional media! On the front page, look to see what is popular and trending for today. Even Google Trends, a free tool, will be extremely helpful. Always can find topics when you search in the world you live in.

Make the most of your limited resources

Two key terms:

  • Insourcing – using resources you have within your organization
  • Outsourcing – using external sources outside of your organization for expertise and guidance

What can you do to lessen the costs of producing content? Perhaps, as a no brainer, crowdsource to your existing audience. Conducting polls on a side panel of your page or quarterly contests are two simple ways to ask your audience what they think. You also get the added bonus that most readers will want to find out what the results are, therefore, revisiting your site again. How about insourcing? It’s the same concept – look to your employees for ideas – polls and contests also work. You can also go back and update your content inventory. Do an audit and update those that do not have images or enough links. If you make the time to revisit these old stories, you may get greater return than creating entirely new content. To make a piece more effective is sometimes better than to quickly produce new stuff.

Putting the “Strategy” in Content Strategy

Here’s a good definition: a strategy is a plan to achieve a certain goal over a period of time. It is vital for an organization’s longevity to have its workers all working towards the same basic goals. It doesn’t help when you don’t know what your organization is working towards or if your own goals are pulling you in a different direction from the bigger group. To assure yourself that you are aligned with your company’s goals, and to implement successful content strategy, get in touch with your manager or other decision makers and have a conversation about it. At the end of it, you should be able to have an answer to this question, “What are two/three  important things I need to communicate in my role to work towards the overall strategy?” What should be on your new To-Do priority list?


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