Six Steps to Developing Your Communications Content Strategy Step 1. Articulate your strategic vision, goals, and objectives. Begin by asking: What is your organization’s vision? What are your strategic goals and objectives? How can communicating your expertise, products, or services help you reach those goals? Your strategic vision is your overarching intention for your content. […]
Content should reach defined publics in ways that establish your expertise or market your products and services. There are different ways of “marketing” online content: high sell, low sell, and zero sell:
Here are some types of content and publication venues you might include in your content strategy:
Blogs are a casual space on your company website for sharing knowledge, updates, and news. Posting to a blog helps you reach wide readerships, drive website traffic, and increase Search Engine Optimization (SEO), or your rankings on Google.
Don’t just publish your writing when you’re finished with one post. Wait and schedule a timed release of posts so that readers get a steady stream of content delivered within specific themes that align with your organizational vision and content goals.
Okay, you’ve got a vision, goals, key audience(s), and publication venues identified for your content. These are the high-level aspects of your content strategy. Now it’s time to get your hands dirty and develop amazing content ideas that align with your organizational vision.
Within your content strategy should be a clear plan for measuring the impacts of your efforts. Metrics should be based on the strategic objectives you established in Step 1. Use Google Analytics to keep track of traffic to your content, watch where readers click next after viewing a post, and see the impacts of your outreach efforts.