Content strategy, content marketing, social media strategy – buzzwords for the 21st century?
Yes and no.
The term “content strategy” evolved, I’ve just read, in the late 1990s and has since taken a diversion into “content marketing strategy” which is similar, but different.
Content marketing uses content to drive profitable actions – i.e., make consumers buy.
Content strategy is the “creation, publication, and governance of useful, usable content,” according to Kristina Halvorson and Melissa Rach.
A content strategy needs to be part of your online armoury then.
You need to be using content to drive traffic, not to profitable actions superficially and overtly, but to garner and retain website visitors.
Amazon and John Lewis have content strategy nailed.
Reviews of products are encouraged by buyers as this means visitors will go to their respective websites – not just to buy but to read content.
Your company website needs a similar content strategy.
So here’s some tips:
- Don’t just think of your website as a cash cow. It’s a window onto your business. Browsers online, or in the real world of actual glazed windows, will search, stop and look and come back if the content is compelling.
- Content strategy needs regular watering or it won’t grow and may die. Blog posts of 300 – 400 words, which have been written with keywords, target audience and outcomes in mind, will replenish your website. They need to be regular though, like watering, once a day, once a week, once a month, dependent on your desired impact.
- Content strategy is useless if the content is rubbish. Your content has to engage and make people share and bookmark your blog posts. If your writing is keyword stuffed to please Google, it won’t necessarily please human users, who aren’t impressed by algorithms of vocabulary. Your audience is human, remember and humans like great content.
- Tell a story. Your business, your website, your products, your services have people behind them, all with back stories. Tell the stories, make your content strategy personal, personable and memorable.
- Use social media. It is simply no good saying as a start up, or a company looking to expand, or looking to climb Google, that we don’t use Social Media. Content strategy needs to be plugged on social media – it’s all about the sharing and reach of your posts.
This week, two clients have contacted me about developing a content strategy for their business and I’m delighted to have them consider me as a relatively young start-up freelance writing and copywriting business.
If you’re keen to implement or improve your content strategy: whether it’s ghostwritten blogs, advice on keyword planning, social media management, give me a bell on 07462923476 or drop me an email on [email protected]
My strapline is “the right words get the right results” – trust me to deliver for you.