Content marketing is akin to a long-distance relay, where careful planning and teamwork are critical to reaching the end goal. As your goals become greater and more hands are required to create your content, you still need to maintain a consistent voice and brand image to build trust with your growing audience.
This is why having a well-documented content strategy is so important. It gives everyone on the team a reference point and keeps them moving down the right track.
This week on the Content Experience Show, Robert Rose, Chief Troublemaker at The Content Advisory, joins to discuss the importance of a documented content strategy.
In This Episode:
Why a Documented Content Strategy is Crucial
A documented content strategy is something that people can point to and say, “This is what we have signed up to do as a strategic function in our business.” When content strategy is documented, it becomes a strategic function where we have measurable goals.
Why Content Experience Should Come Before Format in the Content Strategy
Rather than acting reactively and only creating content to fill gaps and meet requests, we should be shifting our focus to think about what stories we want to tell and what experiences we want to create. From there, we can figure out all of the channels that it should be appropriate for.
Why Content Marketing is a Long-Term Investment
Investing in content marketing isn’t something that’s going to provide immediate value today or even next month. It’s not that you can't measure it immediately, it's that it's not going to provide a contribution to the business immediately.
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