Flashy designs and innovative functionality have their place in digital communication. But the sites that get repeat business are those with super useful, well organized content. That said, today’s robust websites have an overwhelming amount of content, and it’s hard to know where to start.
What is Content Strategy?
Simply put, content strategy is a plan for your communications.
More specifically, it’s the result of a careful process which prioritizes, hones and organizes all the things you wish to say so that content is:
- relevant and useful to the reader
- easy to find and easy to use (share, save, purchase)
- changes with enough frequency to keep the customer engaged and coming back
- connects with and enforces your overall brand identity
The strategy always starts with the audience in mind, but must be measured against the goals of the originator. Success comes when the interaction is positive.
Why Use a Content Strategist?
To save money. And time. And to have a clear communication goal and be able to manage it effectively. These factors not only help you know and reach your goal, they also lead to a much smoother execution with less rework and frustration.