If you had to bet your next promotion on winning Pin the Tail on the Donkey or throwing darts, which would you choose? Blindfolded, and dizzy, or focused and accurate? Even if darts isn’t your sport, it’s probably better than looking like an ass while fumbling around to find an ass. A content strategy not only helps organizations discover content opportunities to better engage customers, it paints a big, red bulls eye for how to do it.
One issue I see often is that organizations convince themselves that they already have a content strategy. It’s easy to misconstrue throwing random ideas at the wall with content strategy. It’s hard to blame organizations for this. Spontaneously sprouting social media platforms, flavor-of-the-week media, and shifting SEO best practices all contribute to the content confusion that perpetually dangles a carrot just out of reach.
Hopping from foot to foot to keep up might make an organization’s tactics current, but the lack of strategy could create a disconnect with customers. For example, let’s say an executive read a good article about the value of podcasts and decides that marketing should publish a fresh cast every week. Maybe that tactic generates a bump in web traffic. But, two quarters later, the leads funnel still hasn’t changed despite all that glorious new content. Why? Well, there could be several answers, such as a weak call to action, or maybe the content isn’t being viewed by the right customers, or maybe a podcast just isn’t the right media for certain customers.
Anybody can hit a bulls eye once in a while. The point is that without a content strategy, you might mistake a bulls eye for hitting the fringe of the dartboard.
“Strategy without tactics is the slowest route to victory, tactics without strategy is the noise before defeat.” —Sun Tzu
Sure, that quote is out of context, but it fits so I’m going to take some creative license. A content strategy cuts out the noise and creates focus. In the end, a strategy helps to create cohesive messaging across all pieces of content; allows organizations to learn what works; provides methods to bolster waning content, and most importantly helps create better customer engagement.
Does your organization get caught up playing ‘content hopscotch’ or experience poor results despite a solid investment in content development? Let me know in the comments, and thanks for reading!