Every business needs a content strategy. Whether you’re running a rent-a-chicken business, or you sell animal face moulds for boiled eggs, you need a strategy that will turn your key messages into effective content.
A good content strategy gets to the heart of what your business or organisation stands for, who its customers are, and how it is perceived.
Understanding your audience
How do your customers find you? What channels of communication do you use to reach them? Does your content speak with a consistent voice, and does it deliver your most important messages effectively?
As well as being a great way to find the gaps in your communications and generate some brilliant new ideas, the process of crafting a content strategy is a chance to review the goals and aims that drive your business.
The strategy should be tailored around these aims, so that every piece of content your company creates serves a clear, defined purpose, and takes you a step closer to achieving your business goals.
Finding your voice
Your content strategy should cover everything from your website content, to your social media channels, to your printed events collateral, to your business cards, ensuring your customers receive a consistent, coherent message at every touch point.
Perhaps my favourite part of creating content strategies is the opportunity to get to know the people behind a business. The personalities and characters of the people in a company are fundamental to shaping brand values, and by infusing your content and communications with the unique voice of your team, you can build trust with your audience and stand out from your competitors.