A great experience begins and ends with content—so while an awesome user interface or killer branding are certainly important, they’re pointless if they lead your customers to lackluster content.
When thinking through content strategy, we must be mindful of turning the discovery process, purchase, and use of our products into an experience for our customers. And as a content strategist, this means you must have a firm grasp on the goals of your business and communicate them effectively to your audience. You’re the bridge between your brand and the customer, so being able to translate the promises and values of your business into a format with which your consumers can relate and connect is key.
Ahava Leibtag, President of Aha Media Group, joins the Conex Show to discuss the intersection of content strategy with content marketing.
In This Episode:
Why Content Strategy Is Separate but Complementary to Content Marketing
Leibtag explains that content strategy is what helps you get better at content marketing. To her, content marketing is developing a relationship with your audience, and content strategy helps give you the tactics to get there.
“You can have content strategy without content marketing, but you can’t have content marketing without content strategy.”
Why Content Is the Most Critical Component of the User Experience
A lot of the time when it comes to user experience, the emphasis is typically on design, but content is actually just as (if not more) important.
“If you don't know how the company makes money, you’re not going to be able to do a great job as a content strategist.”
The Importance of Using Plain Language in Your Content
When writing content, Leibtag encourages people to ask themselves: What would you say if the person was in your office? What would you say if you could actually speak to the person face-to-face? Those questions help set the tone for what your content should sound like.
“If we speak to our audience in a way that feels comfortable to them, they’re going to begin to develop that trust with us. That’s where content strategy and content marketing really intersect.” — @ahaval