Oct
11
“The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences.”
- Rachel Lovinger, Content Strategy: the Philosophy of Data
It’s now called “content” if it’s on the web: social content, user-generated content, Word-of-Mouth content, customer review content, content, content. And “strategy” is the ideation, scheduling, creation, posting, and review/optimization of the content. So the multi-faceted hat of the strategist involves branding: understanding what the company value-proposition is; SEO: researching what keywords are of high-value within that brand’s target audience; creation: expressing the idea in words or graphics; content management: getting the content published and tagged; analytics: identifying and reporting on the results; back to strategy: revising the content strategy to generate more meaningful results.
There are many stakeholders in this process. On some teams you will have individuals who have deep experience and job titles in these disciplines. On other teams you might be required to understand and define each aspect of the process as a sole contributor. Either way the strategic content created must provide demonstrable value in each step of the process.
And Prateek Sartar clearly summarizes in the comments of the article above; “ Another key aspect to Content Strategy is the notion of developing a persuasive narrative via content. What is the problem that must be solved? How do we define success in solving that problem? The Content Strategist must optimize all elements of content around these questions. ”
Problem > Strategy > Narrative > Post > Measure > Revise > Repeat
@jmacofearth (also seen on Google+: jmacofearth)
source: http://uber.la/2011/10/strategic-content/
Oct
05
John McElhenney: Combining search engine marketing, social strategy, and content creation to build brands, build communities, and build ROI. Here is my current 2011 resume.
Follow me on twitter: jmacofearth
