Content strategy: Why the big deal? Lizzie Hodgson

Why the big deal?

Lizzie Hodgson // Strategist: Digital, Content, Comms@lizziehodgson01lizziehodg01@gmail.com

Content Strategy:

So. What is content strategy?

Anyone? Anyone? Bueller?

Well. Just in case....

Content strategy refers to the planning, development, and management of *content—written or in other media...

*Oh. And you give it away. For free.

and that means you need to know

WHY. HOW. WHEN. FOR WHOM & WITH WHAT.

“Right. So I can’t just

whack a blog out and hope for the best?”

Nope. This takes effort. And it

Content is not an afterthoughtAnd fundamentally, it needs to align to your business needs.

should be planned.

That means if you’re about to build a site, create a campaign, start something...

...you have to get the content strategy right from the start.

In other words, a content strategy must bepart of yourdiscovery stage

Defines how you use content to meet

A content strategy

your needs. And business goals

Provides a plan - from inspiration to deletion

A content strategy

Establishes benchmarks

A content strategy

Fits into your wider comms

...Which fit into your overall

& marketing aims...

business strategy

A content strategy

It means making

*Opportunities to create

*Meet-ups. Conferences. Seminars. Guest bloggers.

meaningful, valuable content.

It also means...

Making your *content do more.

* Static site copy. Blogs. Tweets. White papers. Videos. Images. Audio. Webinars.

Why?Because content is storytelling

And compelling stories highlight your expertise

And value creates engagement

And stories are compelling

And expertise is valuable

And engagement attracts an audience

And audiences build your business

How?

Then do it. No excuses.

Rep

eat.

Establish / review benchmarks

Identify your audienceWho is this content targeted at?

Date v ‘events/need’ v content v where v who’s doing itCreate a spreadsheet

Identify the content you will produceBlogs? Audio? Static site content? FAQs? Social?

What are you expert at?Identify your niche

What are your business needs?Identify your goals

Compelling. Valuable. Your business

So. Content Strategy:

Thank youLizzie Hodgson // Strategist: Digital, Content, Comms@lizziehodgson01lizziehodg01@gmail.com