Why Is Content Strategy Important?

I’m just going to put it out there: Content Strategy is vital to any business these days. The question you really should be asking is how to get buy in from your boss to invest in a content strategist because it really is vital to your business needs and it really will produce the results you’re looking for.

Content Strategy is more important now than than ever before. Most of us know that the internet is, well, overloaded with data and content. Everywhere you turn you’re being marketed to and sold something. You can find what you’re looking for easier and faster thanks to advancing and improving algorithms and personalization. Content Strategy has got to pay head and follow suit. You can’t just throw up a blog post or white paper, share it on social media, and expect results to just come flooding in. Sure, you might get a like or two; maybe you even get a lead from that gated white paper. Here’s the thing, in order for your content to work for you, you’ve got to have a strategy behind it.

Kristina Halvorson is the CEO and founder of Brain Traffic, the coauthor of Content Strategy for the Web, the founder of Confab Events, and the host of The Content Strategy Podcast. I like and use her definition of content strategy and it goes a little something like this:

Content strategy guides the creation, delivery, and governance of useful, usable content.

– Kristina Halvorson

The purpose of content strategy is to create meaningful, cohesive, engaging, and sustainable content that attract your target customers. Remember, when I say customers, I mean PEOPLE. That’s important. It’s important to remember that content is made by humans for humans. It should sound human and evoke emotion. Learn more about how content strategy works.

In today’s social web environment, getting the right message to the right audience member or segment of members at the right time is crucial. Reaching those all-important touch points requires brand-specific content strategy and tactics.

Content Strategy answers these key marketing questions:

  • Why are you circulating this information?
  • Who will create and manage the content?
  • Who exactly do you want to reach?
  • What are you going to publish?
  • Where will the content have the most impact?
  • When is the optimal time to engage in sales conversations?
  • How will you carry out your strategy? What organizational changes must be made?

Each time I sit down with a client and we start a project, I ask if they have a documented content strategy. Most do not, and that’s unfortunate for them. Having one in place sets you up for success on so many levels. There are so many reasons to have strategy behind everything you do for your business, so why should content be any different?

A well-designed, documented content strategy guides the company’s marketing to meet or exceed its goals. It’s way too noisy now to just hope for a good outcome.

Writing out content does not make a business. It does not make you rank in the search engines. It does not help people identify who you are as a brand. That’s where content strategy comes in.

Content strategy is the way you outline your content – giving it a purpose and an identity of its own. A content without a purpose is a messy one. A content without an identity will confuse your readers. All the while, you must build your Content Structure within an SEO mindset.

Content Strategy is about much more than just writing and editing. It’s about taking the management of content to the next level.

Content strategists are logical; high-level organizers focused on developing, distributing, and monitoring content while keeping a keen eye on how effectively each piece of the puzzle fits in with a business’ bigger picture marketing strategy.

Content Strategy is about much more than just writing and editing. It’s about taking the management of content to the next level.

Consumers are learning more quickly and experiencing so much more with each internet visit these days, that a great content strategist needs to be on the ball not only with the basic information they’re managing, but also in the way that it’s being presented to the audience.

Getting Attention for the Home Run

It’s sometimes daunting to try to have to get your audience’s attention given the wealth of information available to consumers at the touch of a button. But in some ways, this can be part of the fun of being in this field.

The more creative you get, the more of a chance you have of putting a your company on the map or growing in the next quarter. Presenting ideas in fresh ways can go a long way to making or breaking a business. In the digital economy, the most productive content strategists will absolutely be adept not only at the analytical side, but at using creative problem-solving to come up with fresh ideas to wow their audiences.

Companies that win out in terms of content strategy will certainly stand out in terms of innovation. When you have a product and content that is truly unique, fresh, and genuinely interesting to your audience, you’ll know you’ve hit a home run.

Jessi Brawley Profile Picture
Jessi Brawley is a marketing consultant, UX designer, and content strategist. She has 15 years of digital marketing experience and 5+ in B2B. She loves what she does and loves learning even more. Jessi does SEO, UX, and other strategy services for companies across the U.S. and abroad. Connect with her on LinkedIn, Twitter or Facebook.

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