Content Strategy

It is a truth universally acknowledged that great writing begins with a memorable, creative arrangement of words. Great content requires something more: strategy.

When I work with clients to design an effective content campaign, I ask them to answer three key questions:

1.      Who? Who do you want to read this content? Build a clear image of your audience, with as much detail as possible. Knowing your audience will help determine the language you use, the tone of your communication, the platforms with which you engage, even the time of day when you post your content.

2.      Why? Once you’ve identified your audience, be specific about why you are using content to reach them. What action do you want them to take? Do you want them to order your product or service? Visit your website? Read a blog post, article, or book you’ve written? Is the goal of your content to inform or instruct? The purpose of your content—the why—should determine every facet of your content strategy.

3.      How? The final step involves creating content that effectively addresses the audience you’ve identified in a way that will accomplish the goals you’ve set. Suppose that your goal is to promote your published work. The content you use, and the campaign you design, will take very different forms if your published work is a highly technical report of scientific research or a children’s book. You will want to create content that pairs well with your product or service, and build in ways to measure your success. The best content strategy contains metrics to help you determine if you’ve reached the right audience, and allows you to assess whether your goals to inform or inspire action have been met.

Before you post content—whether on social media, your website, or in any print or digital form—carefully consider these three questions. Great content depends on thinking strategically, as well as creatively.