Think of a content strategy like a map to your destination or goal. Without it you end up on a back country road in the middle of nowhere, where no one can hear you! Well, that is the last thing you want to happen when it comes to your business.
A content strategy does several things to ensure that you are positioning your company and yourself for success. First, it establishes your commitment to providing your users with fresh content. It also helps you focus on your key strategy and message, which will guide you to write content that is meaningful and supports your objectives and overall goals. In addition, you will notice more consistency in the message as well as the tone of the message. Fresh, meaningful, and consistent content is content that many will find worth sharing. More shares results in higher traffic and more people hearing your message.
However, don’t rely on sharing alone. A content strategy includes identifying the most appropriate and effective channels to distribute your content and the best ways to promote it. Perhaps social media sites work best for you, or maybe it is industry sites. What brings the most traffic back to your site? Is it a twitter post, your daily blog, or a press release? Including a publication calendar in your content strategy helps you determine what works best. You can then review what worked and what didn’t and modify your strategy based upon actual results.
In addition to the creation and promotion of content on your site, a content strategy helps you to effectively manage your content. How often are you updating your content? Do you periodically check it for accuracy? Don’t bore users with the same old content, or even worse inaccurate content. Any content on your site that is not accurate can lead to users doubting the validity of your site as a whole and clicking off of it. A content strategy sets up rules for how you manage your content including regularly adding fresh posts, updates and deleting old information.
Developing and implementing a content strategy effectively enhances the quality of your site and the message you are sending. It helps to alleviate wasted time, money and effort and instead focuses you and your team on what is important. Without a content strategy you become just another fish in the big internet pond – nothing special. Is that what you want your business to be?