Content Strategy
A Roadmap for Sustained Impact
A robust content strategy is essential In today's algorithm-dominated world. Marketing to any audience—existing customers, new prospects, or even employees and other stakeholders—is an endurance sport. To reach the finish line, communications need to be relevant, timely, and consistent. Planning enables all of that.
I learned content strategy in the trenches, working with a diverse range of clients at a content marketing agency. Every strategy is unique, accounting for the content campaign's goals, the target audience's preferences, industry trends, and much more.
Like all of my work, I approach content strategy as a collaboration. Here's what a typical process looks like for a quarterly plan:
Stakeholder Meeting
In a structured meeting with key stakeholders, we establish clear goals and dig into the "why" behind the content strategy.
Research & Draft
I mine data analytics tools, audit your existing content, and find out what your competitors are up to. Then I compile a list of content ideas that I believe will put you on the path to success.
Refine
With feedback from the stakeholder team, I adjust the plan to ensure it is fully aligned with the business's goals and brand.
Deploy & Test
A content strategy is only ever an informed experiment. As content is deployed, I study its performance and compile ideas for the next round of planning.
Key Features of a Content Strategy
Content strategies are living documents. To build and nurture a thriving strategy, focus on these three key features:
Comprehensive
A content strategy should include a mix of durable pieces, such as articles and short videos, alongside snackable social media posts and email outreach. Mix informative content with lighter fare designed to highlight your organization's people and story.
Adaptable
A content strategy is not a straightjacket. The plan can shift with the organization's priorities without losing sight of the big goal. Continuous monitoring of content performance and a steady rhythm of touchpoints ensures a content strategy tuned to peak performance.
Data-Driven
To reach the widest audience, a content strategy needs to be grounded in data. I incorporate analytics data from your website, SEO research, and a close examination of the competition to ensure your strategy hits the right notes.