Tools and Gadgets

Content strategy: What is it and why should you care?

Whenever people ask me: “So, how can I make my organisation’s website and social media work well?” I often reply with the query: “What is it that you’re trying to get out of your website and social media? What’s your content strategy all about?”

Sometimes, I get a very enthusiastic list of things that relate to getting more visitors, gaining more fans, and expressing creative ideas on how to engage with their respective communities. Often, I get a shrug and a confused response.

Content strategy is one of the things that a lot of people don’t seem to think about too readily. People often think that just setting up a blog, Facebook page, website, or Twitter account is good enough. Everything will flow once the accounts are up and running. While many accounts do succeed just going with the flow, there are many more that fizzle out when there are no firm plans in place.

So, what is content strategy?

In a nutshell: “Content strategy plans for the creation, publication, and governance of useful, usable content.” (via Kristina Halvorson). Basically, it defines why you or your organisations wish to develop content in any form, how you plan to develop and maintain the content, and what are the ways that you are going to measure the success of your content.

The Art and Craft of Content

How well do you know your content?

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