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Content Strategy Explained

Friday, July 26, 2013

Content Strategy sounds like something that’s reserved for the Fortune 500 companies. It scares many people because they’re not sure what it is or whether they can actually do it. However, the good news is that it’s an easy thing to do, and it can make a great opportunity for a small business to define what they’re trying to do with the digital medium. It also gives direction to what’s usually a chaotic attempt at Online Marketing. Even right here in Montgomery, Alabama, your business can still use Content Strategy to gain more clients and produce more revenue.

Content Strategy includes a few different areas, like design, development, marketing, SEO, and others. You probably aren’t an expert on all of these, so it’s better to get the right people in the room before you start writing this.

Why am I creating ‘Content’, anyway?

The stuff you’ll create is called ‘Content’, and it includes everything from writing articles to filming videos for YouTube. It’s all content, and it’s all valuable to your business in tons of ways. Your business probably won’t be able to create every type of content, so you’ll get better results concentrating on one or two types. If your website design allows you to have a blog, I would recommend you use it for this purpose.

A simple example would be a local coffee business. They don’t have a large budget, so YouTube videos and a Podcast about Coffee wouldn’t be feasible—but they could write about the newest flavors they produce and make a few videos about their process, which would provide results faster than just text. The video and articles would get traffic from Social Media, which means more customers.

How often are you creating your content?

If you’re filming video, chances are it’s a one-time deal. Most businesses can’t afford to produce monthly videos about their business—but that’s okay, since it isn’t worth it for most people.

I’d suggest you choose to write a few articles per month or per week. It takes effort to follow through with this, and consistency is key to writing. Only set a schedule that you’re willing to stick with in the long-term. One article every two weeks, or even one article per month is okay, as long as you’re consistently posting it on time. Make sure your website design is designed so that it features your content prominently!

I’m already too busy! Why should I add this?

It’s easy to talk about this stuff, but once it comes to taking responsibility, most people take the easy way-out: ‘That sounds great, but I’m too busy, already!’.

The truth is that you should make time for it. You’re leaving money on the table if you attempt anything online without truly setting goals and responsibilities. You’re risking confusion and loss of income that could be coming from new customers. In the long-term, it’s worth it to make some time to sit down and work this stuff out. You’ll be glad you did in six months’ time.

Who is responsible for this stuff?

It’s important to clearly define who is responsible for creating your content, and what they should be creating.

If your secretary is responsible for updating the blog—well, what should she be writing about? Her vacation? She needs relevant topics to your business, and guidelines on what is and isn’t okay for her to write about. This prevents confusion and hurt feelings down the road.

Tell the person responsible how often they should be creating your content, and where they should post it. Give them access to Social Media for your business so they can promote the articles.

Next Week: Define Your Goals

Next week we'll continue this series by talking about Defining Your Goals, and how you can get the most benefit out of your site without having to spend hours working on it.

Stop by and talk with us about how your business can benefit from Content Strategy! We're available anytime during business hours at 334-356-3561, or come by if you're in Montgomery, Alabama!

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