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What Can Online Content Strategy Do For Your Business?

By Josh  |  January 17, 2013  |   Online Marketing | Website Copywriting

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There's a new discipline in town—one that could save you time and money, make your processes smoother and employees happier, and take your website to the next level.

You've probably heard it floating around the internet or the office. Maybe someone has suggested it for your website. Perhaps you've been doing a little research into it, but you're not sure how it fits into your business. And if you aren't already doing it, we highly recommend you start.

That's right, I'm talking about Content Strategy.

What is Content Strategy?

Kristina Halvorson, one of the foremost advocates for content strategy, defines it as “planning for the creation, delivery, and governance of useful, usable content.”

In other words…

content strategy is about planning for your success.

A content strategist might help you come up with a better workflow for content creation and maintenance. She might deliver a messaging strategy that makes your brand consistent across all platforms. And your content strategist will definitely make sure every piece of content you create aligns with your business goals and real user needs.

Sure…but how does content strategy really help my business?

The thing about content is that it can easily turn into a much bigger monster than anyone anticipated.

Sometimes this means that time was underestimated and it takes far longer for content creators to write, edit, choose photos, and find the information they need to include on a page.

In other cases, there are too many cooks in the kitchen, too many revisions, too many opinions—and your website comes out the other side trying to please everyone, and thereby pleasing no one.

Content is the cornerstone of your website's success. It can raise your customer satisfaction, drive sales, build trust, create awareness, and save or make you money.

But, done badly, content can also destroy trust, block sales, and leave a string of disgruntled customers in its wake.

Content strategy is a plan.

That's right, it's a plan. A plan that's custom designed to:

  1. Streamline your content creation and maintenance processes to save you time and money
  2. Make sure you have the right content on the right channels up front—maximizing the impact of everything you create (and saving more time and money by eliminating unnecessary content creation and governance)
  3. Eliminate unnecessary design and development revisions (again, time and money) by building content concerns into your design process early

Thinking through your content early in your new website design or website rework project—making a plan for its creation and governance will ensure you have more effective content, save your business money, and reduce wasted employee time.

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