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Why the big deal?
Lizzie Hodgson // Strategist: Digital, Content, Comms@[email protected]
Content Strategy:
So. What is content strategy?
Anyone? Anyone? Bueller?
Well. Just in case....
Content strategy refers to the planning, development, and management of *content—written or in other media...
*Oh. And you give it away. For free.
and that means you need to know
WHY. HOW. WHEN. FOR WHOM & WITH WHAT.
“Right. So I can’t just
whack a blog out and hope for the best?”
Nope. This takes effort. And it
Content is not an afterthoughtAnd fundamentally, it needs to align to your business needs.
should be planned.
That means if you’re about to build a site, create a campaign, start something...
...you have to get the content strategy right from the start.
In other words, a content strategy must bepart of yourdiscovery stage
Defines how you use content to meet
A content strategy
your needs. And business goals
Provides a plan - from inspiration to deletion
A content strategy
Establishes benchmarks
A content strategy
Fits into your wider comms
...Which fit into your overall
& marketing aims...
business strategy
A content strategy
It means making
*Opportunities to create
*Meet-ups. Conferences. Seminars. Guest bloggers.
meaningful, valuable content.
It also means...
Making your *content do more.
* Static site copy. Blogs. Tweets. White papers. Videos. Images. Audio. Webinars.
Why?Because content is storytelling
And compelling stories highlight your expertise
And value creates engagement
And stories are compelling
And expertise is valuable
And engagement attracts an audience
And audiences build your business
How?
Then do it. No excuses.
Rep
eat.
Establish / review benchmarks
Identify your audienceWho is this content targeted at?
Date v ‘events/need’ v content v where v who’s doing itCreate a spreadsheet
Identify the content you will produceBlogs? Audio? Static site content? FAQs? Social?
What are you expert at?Identify your niche
What are your business needs?Identify your goals
Compelling. Valuable. Your business
So. Content Strategy:
Thank youLizzie Hodgson // Strategist: Digital, Content, Comms@[email protected]
