what is content strategy? why do you need it?
DESCRIPTION
Content strategy and marketing is a new mindset, culture and approach to delivering a customer's information needs.TRANSCRIPT
What is Content Strategy? Why Do You Need It?
How does the modern IRO reach their audience of investors?
What is Content Strategy?
Wikipedia describes content strategy as “…the practice of planning the content creation, delivery, and governance. A repeatable system that defines the entire editorial content development process….”
IR Smartt defines it as the mindset, culture and approach to delivering your customer's information needs in all the places they are searching for it, across each stage of the buying process. It’s a strategic approach to looking at content as an asset with quantifiable ROI.
What is a Content Strategist?
The content strategist defines not only what to publish, but why it’s being published in the first place. They put the customer at the center of everything they do with content that is helpful and answers questions.
They are the change agent required to explain why content is such a huge opportunity for companies to evolve their marketing.
What is Content Marketing?
Content strategy is all about the why and how and content marketing is what you actually deliver – the tools, techniques, channels and content types.
Why Do I Need a Content Strategy?
The web, social, and mobile revolutions have changed the world with seamless and constant flow of information connecting all of us. We are all now the most popular and trusted sources of news for each other.
Traditional marketing is not as effective as the amount of content and messaging has increased exponentially. A content strategy can save marketing and maybe your business!
In short, you content has to be awesome; it has to be about your customer’s wants and needs.
How to be Successful with Content Marketing
It starts with culture. Focus your organization on helping your customers rather than the belief that marketing equals promotion.
Define your measure of success. Look at how many “early-stage” search terms and other lead sources are driving customers to your website to see if you are answering their questions and earning their business. Are they engaged with your content?
Create an inbound content destination that answers your customers key questions and invites them to explore your solutions.
Get a mobile plan so that you can deliver content in a format your customers want.
Think like a publisher and follow these steps for great content.
Measure your success. Test. And optimize everything!
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