Dustin DeTorres By Dustin DeTorres • February 5, 2013

What is a content strategy?

Over the next few months, I'd like to do something different. I'm going to answer the top 50 marketing and business strategy questions that I've heard clients, customers and marketers ask me over the years. Please subscribe to my blog to receive an email every time I write a new post.

OK, lets get started.

What is a content strategy?

A content strategy is an evolving, always changing thing. It's more of a mindset than anything. Its a long term investment full of research, tweaking and analyzing trends. Its an annuity that builds up over time. It will generate your business leads while you sleep. It will take people that are on the fence of buying your product and turn them into customers then later advocates of your brand. Your sales reps can use the content you create during the sales process.

It doesn't have to be some huge drawn process. You can simply just think about the design, workflow, resources, goals and metrics and get started. Mistakes will be made along the way but the key just get started

Here are a few ways to get the creative juices flowing:

-Put together a list of your top FAQ's
-Do research on related keywords using Google Analytics
-Start typing in your business related keywords on Google and see what Google auto-fills in
-Look at the traffic of your current webpages and blog posts. What gets the most traffic?

If you're the one spearheading the content strategy in your organization, you should get content marketing buy in from your co-workers. The more content you have, the more chances you have to generate leads and content to spawn other content ideas from. What if it gets overwhelming trying to coordinate all of this content? There are a ton of companies that offer assistance with content marketing workflow. One of my favorites is DocuVantage.

Below is a nice visualization from the Content Marketing Institute on how your content strategy could potentially be broken down from very broad to detailed. As you can see, having the ability to test all of your content marketing is very important so you're able to make tweaks along the way.

content strategy

A Monthly Content Strategy Approach

I've seen organizations take it a step "simpler" by having themes for each month. For example, your content strategy could be 12 different topics that you know your prospects and customers are searching for online. So for March, all the blog posts, video, Ebooks, etc are only about that one specific topic. Then in April, you choose another topic etc etc. After a few months of doing this, you'll be able to see what content is ranking better, resonating the best with your audience and higher converting landing pages.

Whatever content strategy direction you take for your organization, you should also think about the perception of the consumer. If your content strategy is done right and you get buy-in, the many people from the different departments will have a hand in creating content for you. The end product should promote consistent, effective, efficient and seamless user experiences.

Now its your turn.

How have you implemented a content strategy into your organization? Please comment below.


By Dustin DeTorres