What is Content Strategy? How is it different from Content Marketing? How can Content Strategy help in engaging our audience? And how in the world of Enterprise Social Network (ESN), a well defined Content Strategy can help?
These are few questions which have always alarmed me with no answers! You tend to get lot of ‘Noise’ on Google, but again does that cater to my need, when I need, where ever I want?
I am learning about Content Strategy, and during this process its alignment with ESNs too. Before we go deep, let’s take a look at this small video:
The video is called Drag Him Away. It was created by Britain’s National Centre for Domestic Violence (NCDV). It not only raises awareness with credible content but gives people a personal experience that reinforces that they can intervene and do something to stop abuse.
The London billboards are one great example of Content Strategy. Let’s learn more about the concept!
In simplest of words ‘Content Strategy’ is
Effectively communicating the story, in a Credible. trustworthy, and transparent manner!
Why is it important to understand and master the concept of ‘Content Strategy’; simple: because the content that you’re sharing and / or using to communicate and share your goals and objective with your audience consumes their time!
Most of the minutes which you want your content to consume are already committed to working, eating, sleeping, and being with friends and family.
Let’s view this from an end user who will be consuming yours and ‘Like Yours’ information, for her:
- There is ever-rising tidal wave of information, and it will continue to rise
- No more time (Not even an addition of one more minute to 1440 minutes of a day!)
- And it is getting more complicated by every passing second…
As a content administrator for your brand, or for your organization, you have to communicate in something that matter to them, and not the message that You want to communicate, even if the message is important…
Remember, if your audience is receiving more than what they want to know, means you are asking them to spend time on what you Like!
What I am learning along the way is:
“If the content is not smart it is not strategic”
We as content originator have to understand that just because we’ve put it does not mean it is really engaging…You need to remember the pressure on their time! We need to STOP sending out non-strategic messages which consumes time…lot of time! Respect Time!
Strategy refers to the direction and the goals that people often leaders have, and they are thinking about where the organization should be going!
Wait a sec, you said…you don’t have a strategy…ok…no worries…let’s decompose strategy: Do you have Goals, and priority label on these goals…well Yes! Every Organization has certain goals which are prioritized, ad hence becomes a strategy…
However, you need to understand the difference between Strategy, and Tactics!
Tactics are primarily basic things which need to be done, and last for a Year or less whereas Strategy: conveys a roadmap…it refers to the prioritized roadmap and lasts more than a 2-3 years!
While developing the ‘Content Strategy’, for you the First imperative should be to deliver value to empower customers, think about what they value, and how they behave; What matters to them and their work. This should become the base of your strategy.
How effectively you can create a content that enhances your communication, and address customer needs defines how successfully you’ll be able to communicate your Organization goals!
You should communicate in an engaging way. It should be articulated so that the ‘where‘, ‘when‘ and ‘how‘ audience will receive this message gets addressed. If your audience doesn’t receive your message: Where they need it the most, When they need it the most, and how they receive it; your message is bound to fail!
Make sure you know who your audience are! The more specific you can define and understand that narrow set of people…the more expressive and targeted your content will be to them!
Your content may reach and address various geographies and diversified culture but remember
How people decide to spend time with their content is not a function of culture.
All right then, what did we learn, let’s summarize, and keep learning…
Rest in coming days…Happy Learning!