I’ve tried to outline what Content Strategy is here. But it’s often easier to talk about what it can do rather than what it is. These are just a few examples:
- Ensure all your content is well-written, relevant and useful
- Keep your site up to date
- Archive pages that need to be kept
- Give your site a universal, on-brand tone of voice
- Make sure your brochure and website don’t say different things…
- ….or that you’ve paid different people to write the same thing in different formats
- Get rid of dead links, spelling mistakes and bad grammar
- Tag pages properly for onsite search
- Make sure your text is optimised for search engines and humans
- Cut down calls to customer support
- Cut down content maintenance
- Convince users to sign up to your mailing list
- Make your content supports your KPIs
- Give you the metrics to monitor it
- Make forms user-friendly so people complete them
- Make sure the pages customers like to print are easy to print
- Agree tone and terms so authors know what they can and can’t say
- Make videos that people watch
- Set up a workflow that means content doesn’t just ‘end up’ on site, or get stuck in multiple revisions
- Encourage users to contribute valuable content to your site
- Make your social media accounts work towards your business goals
- And in conjunction with your main site
- Allow you to overhaul your site without redesigning
