Content Strategy
Content Strategy refers to the planning, development, and management of content—text, images, videos, and other media—across digital platforms to meet specific business goals. This discipline ensures that the content produced is useful, usable, and aligned with user needs while also being findable, accessible, and credible.
History
The term "Content Strategy" was popularized around 2007 when Rahel Bailie and Ann Rockley discussed content management in their book "Managing Enterprise Content: A Unified Content Strategy". However, the practice itself has roots in:
- Information Architecture: Pioneered by individuals like Richard Saul Wurman in the 1970s, focusing on organizing information to help users find what they need.
- Technical Writing: Content strategy grew from the need to create clear, concise documentation for software and hardware products.
- Web Usability: As the web evolved, usability experts like Jakob Nielsen emphasized the importance of user-centered design, influencing content strategy.
Components of Content Strategy
- Content Audit: Reviewing existing content to assess its effectiveness, relevance, and quality.
- Content Inventory: Listing all content assets to understand the current state.
- Content Modeling: Structuring content to ensure consistency and reusability across platforms.
- Content Governance: Establishing guidelines, standards, and workflows for content creation and maintenance.
- Editorial Calendar: Scheduling content publication to align with marketing strategies and business goals.
- User Experience (UX): Ensuring content meets user expectations and supports their journey through a website or application.
- SEO (Search Engine Optimization): Optimizing content for search engines to increase visibility and drive traffic.
Context and Importance
Content strategy has become critical in the digital age where:
- User attention is limited, and content must be compelling and relevant.
- Content needs to be adaptable across various devices and platforms.
- Businesses need to engage with customers through personalized content to build loyalty and drive conversions.
- Regulatory compliance, like GDPR, affects how content can be created and managed.
Tools and Techniques
Modern Content Strategy employs:
Sources
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