There is no denying that businesses need content strategy. This is true for those leveraging the Internet for brand visibility.

It helps align your theme and messages across all your distribution channel. Plus, it makes sure that your entire team is on the same page when it comes to content.

So what makes a great content strategy?

It Defines Your Goals on a Business Level

This means that you do not just define what your content should do for your brand. That is actually part of “how to achieve your business goals.”

What you need to do is point out what exactly you want to achieve. Do you want world domination? Then go for it!

It is important that your goals inspire your whole team to strive. Plus, it should be S. M. A. R. T.

It Defines Your Audience

This might sound hackneyed but let me tell it again: Know your audience.

In his book, Killer Web Content, Gerry McGovern said that customer—and not content—is the king. Your customer is what makes your business alive.

Google keeps on releasing algorithm updates because they want to serve their users better. And those users includes your customer. It only makes sense that you create your content with your audience in mind.

If you do not know who your audience are, what makes you think that they will bother looking for your content?

It Identifies How Content can Bind These Two

Knowing your audience means figuring out what campaign will work for them. This also explains why having a blog does not work for all businesses.

Think of it this way: What kind of content would your audience want to see if you are a photographer? If your answer is “photos” then you got it right.

Instead of blogging, why not focus your energy on creating an image gallery? And if they like your work, make it easy for them to navigate through your website so they can contact you.

This is what strategic content does—making it easy for your audience to help you achieve your business goals.

If you know what types of content to publish, choosing which distribution channel to use will be a breeze. Using our previous example, you can say that Instagram can help you promote your content.

It will also be easy for you to identify which key performance indicators (KPIs) you will need. Knowing how to measure content success helps you project where your campaign is heading.

It Pin Points Who is Going to Own What

Someone has to look over your content before, during, and after production. There should also be someone checking in on your content that is outside of your website. The same thing goes for analytics, which tells whether your campaign is working or not.

Without governance, your content will be all over the place!

If no one is looking at your analytics, how would you know if your content resonates with your audience? How would you know if it gets the social media attention it deserves? And how would you know if your audience needs help with a different but relevant issue? That would be a missed opportunity.

Let your team look over different parts of your content strategy. Your content will always need fresh eyes.

It Documents Your Workflow

It is imperative to document your workflow, whether you have a team or you just work alone.

This ensures that your team is on the same page. It will guide them how to do their stuff and why they are doing it.

If you are a one-man marketing team, this ensures that you would not go crazy. Bear in mind that digital marketing is multi-faceted. You can use many tactics, but it would not work unless the entire process is fluid.

Let Everyone Know

To wrap things up, a great content strategy is one that keeps you (and your team) sane. It should inform you why you are doing a particular campaign. It should also tell how it can help achieve your business goals. That is why you should let everyone know when your spankin’ new content strategy is up and ready to use.

In your opinion, what makes a great content strategy? Let me hear it in the comments!


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What Makes a Great Content Strategy

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