Content strategy? It might be a buzzphrase, but really, it’s just logic.

Content strategy? It might be a buzzphrase, but really, it’s just logic.
“The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences.” Rachel Lovinger, Content Strategy: the Philosophy of Data.

A proper strategy helps us plan how we are going to create, publish and manage content that is relevant, compelling, useful and usable.

The web is content. Content is the web.

We know this anyway. But in order to create a strategy that actually works, we need to define what content we are going to publish and think about why we are publishing it.

Instead of just hazarding a guess about what someone might be interested in, it might be time to really think about your business goals in terms of your relationship with customers.

It’s all about being logical and methodical, actually.

  • Who will be visiting each page?
  • What messages do you want them to read and understand
  • What do they want to achieve?
  • What do you want them to do once they’ve read it?

A true content strategy encompasses a number of areas:

  • Voice and tone
  • User experience
  • Information architecture
  • Metadata.
  • Design
  • SEO
  • Analytics.

You should also give some thought to the best way of distributing information, for example, email marketing is a great way of making contact with the intention of driving people back to your website.

And always remember that copy should be written for the media you’re using. If the content is to be on the web, then it must be written for the web.

I’m not a ‘content strategist’ – I am merely a humble copywriter.

But I do have an understanding of how the different elements work together and my logical mind wants information to be where I can find it quickly and easily.

I think about the audience and put myself in their shoes. I’ll look at navigation and information architecture from a user’s perspective and that’s pretty important when you’re writing a website.

Too many people create a website that appeals to them, both in terms of design and content, and forget about the one person who is most important – the customer.

Ultimately, you want relevant information that people can find, that will satisfy their objectives – and that they will know what to do with.

It’s pure logic, really.


Useful references:

Andre Van Kets – A Beginner’s Guide to Content Strategy for the Web: 10 Things You Need to Know

Rachel Lovinger – Content Strategy: the Philosophy of Data

Kristina Halvorson – The Discipline of Content Strategy