Q: Who needs a content strategy?
Really? Everyone needs a content strategy? Okay, well, maybe not everyone. But if you go online at all, are connected with some sort of social media, or are at least a small business, then, yes! You need a content strategy.
Let’s back up. What is a content strategy?
Although the definition of content strategy has evolved in the past few decades, our understanding of it now encapsulates the planning, designing, creation, editing, publication, and distribution of all visual, verbal, print and digital content. Some specifics of content strategy and management are:
- Planning content
- Article writing
- Blog Writing
- Case studies
- White papers
- Long-form reports
- E-mail correspondence
- SEO best practices
- Tracking analytics
- Scheduling content for optimization
- Updating content
- Repurposing content
- Creating and maintaining a brand story
- Tracking and managing content effectiveness
That’s a lot. And that’s why you need a strategy.
From creating a website, managing multiple social media profiles, updating a blog, newsletters, and more, a content strategy keeps you organized and maximizes your efforts. It helps you stay consistent and on-message. Whether you are a recent college graduate searching for a job or are a small business looking to increase your customer base, planning and executing intentional content is essential to your success.
So you can see why everyone can benefit from being intentional about their content even if it’s just managing your own online presence.
The population that seems to ignore content strategy the most is the exact sector that could really benefit from it: small independent businesses.
Large companies or corporations use a big chunk of their budget for marketing and often place a significant value on content strategy and management. But they also usually have an entire marketing department. Small businesses don’t have that. Especially at the start of a business, there are one or maybe two people running the whole show.
I implore you to consider taking even a small part of your budget to dedicate to a content strategist if it’s not a skill that is naturally in your wheelhouse. If your passion as well as your time is spent doing the day-to-day tasks of your business, and you do not allot time to marketing through an effective content strategy, your customer base will remain stagnant. A content strategist can run that part of the show for you!