Content is an invaluable asset. But where and how do you start to formulate a content strategy for your organization?
Basically, you need to have a good understanding of your customers’ current and changing needs and why they choose to do business with your company (or why they don’t).
GETTING IT RIGHT
In the past year or so, use of the term “content strategy” has been ubiquitous in digital discourse—practically off the charts. Although used often, its meaning has many interpretations, which is not surprising because different people use the term in very different ways.
IF IT'S NOT USEFUL, I'M NOT INTERESTED
Content is everywhere and is everything—images, words, videos, anything that has the ability to project a meaning and influence understanding. Content strategy gets all this in order, providing a roadmap to ensure that your content:
User experience design in your content strategy helps create compelling content that engages and solidifies your credibility with your customer base.
Content convergence using the latest authoring technologies opens new possibilities to get the right content to the right user at the right time and in the right format.
And as a relatively new term to the user experience (UX) glossary, content strategy’s definition is still taking shape.
At its most basic level, content strategy focuses your organization on helping your customers. A more straightforward way of describing its importance is—content is meaningless unless your customers find it useful and usable. And of course its real value is fully actualized if it’s delivered to them when they need it and in the format that they want.