Content strategy can be one of the more versatile drivers of the new Macali Point system embracing all of the system’s drivers – visibility, credibility, energy and especially alignment.
Recently I read Kristina Halvorson’s insightful book on Content Strategy for the Web. She brilliantly defines content strategy as:
The practice of planning for the creation, delivery, and governance of useful, usable content. Content includes text, data, graphics, videos, and audio. Online, it’s shaped and delivered by countless tools (such as animation, PDFs, streams, and so on).
Among some of Kristina’s smart ideas, she recommends that your content strategy should address these five questions:
- What content do we need to create and why? These recommendations cover brand and messaging strategy, overall site structure, page-level content requirements; content types and formats, and so on.
- How will the content be structured? In collaboration with information architecture, content strategy recommends web content organization, template content structure, and page-level content design, including messaging hierarchy. Content designs may also call outsource content locations, content gaps, open issues and content maintenance requirements.
- How will users find the content? Recommendations may include web search and site search strategies, metadata requirements, possibly marketing/influencer outreach programs, and other ways to connect content with key audiences.
- How will we get from here to launch? These are detailed specifications for an inventory of recommended content requirements and gap analysis (what we have and what we need), workflow process, schedule, content strategies – everything and anything that will support a successful, on-time, on-budget content creation process.
- What’s next once the content is”out there”? These recommendations answer questions like: how will the site be maintained? What triggers updates or content removal? Who’s in charge? How will editorial policies and standards be enforced?
And then THE question?
- Increasing sales
- Promoting products and service
- Finding qualified leads
- Establishing your nice
- Building your reputation
So, what brands do well at content strategy and marketing: Mint.com, REI, Colgate, Procter & Gamble and IBM? All of them follow my mantra for great content: Inform Educate, Entertain and Engage. This works for brands of any size in most businesses.
So, how are you growing your business with content marketing strategy?
Soon you’ll be hearing more about content strategy as a brand communications driver as part of the new Macali Point System™ .
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