Content strategy defines how youre going to use content to meet your business or project goals and satisfy your users needs. Jun 19, 2012 the definition of a content strategy is a plan for regularly adding unique, expert, and indexable content to your site. This book has a bit of everything from start to finish in working on developing and rolling out a content strategy project. In this path, youll learn the best practices for crafting an effective message and optimizing content for your brand. Although there are many similarities in the definitions above, there are also some important differences. Strategy definition and features the word strategy is derived from the greek word stratcgos. Content strategy guides the creation, delivery, and governance of useful, usable content. The essentials of a documented content marketing strategy. Why writing a book is the best content strategy youve never. And ultimately, you planned to create that content. Content strategy for the web by kristina halvorson and melissa. Dec 14, 2015 so now its easier to make a practical definition of content strategy. To find out how to create a documented content strategy, including the 36 questions to ask, download our 16page guide, the essentials of a content marketing strategy.
Try the headline analyzer social media is like a sport. Why you are creating content, who you are helping, and how you will help them in a. At its core, content strategy focuses entirely on the user of the contentthe reader. Content strategy refers to the planning, development, and management of contentwritten or. I especially loved the questions it asks you to consider for your situation when working on each part of the strategy. Jan 09, 2017 content marketing strategy is mapping out the overall plan for what the content creators should be creating and spreading.
As others have noted the difference, here are some examples of both. Of course, there are a lot of people out there writing, designing, creating content. How to develop a winning social media content strategy. Now that youre following the author, you receive firsthand notifications when they create new work, announce a book launch or share interviews theyve done with the press. The definition of a content strategy is a plan for regularly adding unique, expert, and indexable content to your site. The term has been particularly common in web development since the late 1990s. This sort of content usually takes the form of blogs, newsletters. People often use these terms interchangeably which is understandable, as the lines are somewhat blurry, but each is a bit different. The foundational steps in creating a b2b marketing strategy are developing your vision, defining your audience, identifying tactics and channels, putting content and campaigns into motion, and then continually measuring for optimization. A lot depends on who you are and what sort of content strategy youre interested in. Content strategy means getting the right content, to the right people, in the right place, at the right time.
Goodreads members who liked content strategy for the web also. Content strategy refers to the planning, development, and management of contentwritten or in other media. What follows is an exploration of exactly which elements our team determined a successful plan must include to drive results, empowering you to create your own documented content. Content strategy for the web is the industrys goto handbook for creating and executing successful content strategies. Content strategy for the web by kristina halvorson is the industrys goto handbook for creating and executing successful content strategies. At its core, your content marketing strategy is your why. Even if youve never entertained the idea of writing a book, dont rule it out. Ideally, a content strategist would be able to help define or refine. The process of creation, storage and distribution of content based on a wellorganized content plan centered around a clear intent and tailored for the specific content audience, monitored and managed based on clear measures of success through the whole content life cycle. Kristina halvorson defines content strategy as planning for the creation. Content not only refers to words on a web page, but also the images, videos and other multimedia that are used on the page. The top 15 strategic management books startup grind. Apr 23, 2017 even if youve never entertained the idea of writing a book, dont rule it out. How content strategy and content marketing are separate but.
Very often i find that books appearing in the empowermentpersonal growth field, or from various coaching disciplines, are nothing but fluffedup advertorials for the authors speaking career or seminars. There are many types of content strategies, but in this book i outline a websitebased marketing content strategy. Connecting the dots between business, brand, and benefits is the first content strategy book that focuses on knowledge needed by project managers, department heads, and other decisionmakers who find themselves in the position of needing to know about content strategy. Or even in some cases the content concept is explicitly limited to the digital contents. While youll certainly adapt and iterate based on what happens when your content is actually out there, creating a documented strategy will help you get closer to the mark, earlier. Content strategy is the art of bringing the right content to the right person and the right place at the right time and in the right context. Why writing a book is the best content strategy youve. Content strategy works by connecting the content you are trying to create and manage to the people who are doing the creating. This is by no means a complete list, but its a good start. Throughout her book, content strategy for the web, kristina halvorson discusses. Content strategy is an integrated set of usercentered, goaldriven choices about content throughout its lifecycle. An editorial calendar is like a roadmap for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your inbound marketing strategy. For example, rereading is listed as the first strategy that works in every content area.
Download our 16page guide to learn what questions to ask and how to develop your strategy. Content strategy guides decisions about content throughout its lifecycle, from discovery to deletion. This gives an identity to business and makes it unique in the eyes of the customer. Content strategy for the web, kristina halvorson the industry standard primer clout. What is an example of content strategy vs content marketing. If you dont have a content strategy as your map, youre just running in random directions, and more than likely youre never going to reach your goal. We are delighted to present an excerpt of the elements of content strategy by erin kissane a book apart, 2011, published today. While what you need to document will differ based on your content marketing maturity and the requirements of your organization, this guide will walk you through the process. Youll learn how to create and deliver useful, usable content for your online audiences, when and where they need it most.
Jun 30, 2016 content strategy is the art of bringing the right content to the right person and the right place at the right time and in the right context. Find books like content strategy for the web from the worlds largest community of readers. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. An effective way to do this is to create an editorial calendar. Definition of content strategy a practical approach. The simple 3step process for creating a winning content. Content strategy is doing the research, planning and behind the scenes work. Content strategy sets benchmarks against which to measure the success of your content. It is a recognized field in user experience design, and it also draws from adjacent disciplines such as information architecture, content management, business. I think halvorsons definition still is relevant, i would add.
Content strategy is the development, planning, creation, delivery and management of content. If the book provided such great value to you, chances are their postlaunch content strategy would too. Mar 03, 2018 if the book provided such great value to you, chances are their postlaunch content strategy would too. Necessarily, the content strategist must work to define not only which content will be published, but why were. Having worked at a large nyc based digital strategy agency most of the concepts in this book were familiar.
It looks at all of the content your customers ever encounter. In content strategy, there is no playbook of generic strategies you can pick from to assemble a plan for your client or project. Strategy is an action that managers take to attain one or more of the organizations goals. Everything you say here about content and content strategy can apply equally to the creation of a book.
Then you evaluated content as a way to fulfill that need. Content not only includes the words on the page but also the images and multimedia that are used. Science of influential web content, colleen jones not just. So now its easier to make a practical definition of content strategy. Become a content strategist become a content marketer and create valuable, shareworthy content that inspires and drives customers to action. When we approach documenting a certain feature, component, or usecase, we must understand our audience. Put simply, content strategy is doing your homework and content marketing is presenting it. In no attempt to be original or reinvent the wheel, i will use the famous five ws to explain this thought process. Content strategy for the web was a great overview of learning the process of content strategy at a large organization. Jan 03, 2020 a business strategy focuses on capitalising on the strengths of the business and using it as a competitive advantage to position the brand in a unique way. Sep 19, 2014 content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of. Content strategy is part of most content marketing strategies.
May 08, 2017 the blog post headline analyzer will score your overall headline quality and rate its ability to result in social shares, increased traffic, and seo value. The blog post headline analyzer will score your overall headline quality and rate its ability to result in social shares, increased traffic, and seo value. Content definition is something contained usually used in plural. To be effective at content marketing, it is essential to have a documented content marketing strategy. Content marketing strategy, content strategy, and content plan. While youll certainly adapt and iterate based on what happens when your content is actually out there, creating a documented strategy will help you get closer to. In most of the definitions in the bussolati list, definition of content strategy is centered around making a better user experience or a better search appearance. The purpose of content strategy is to create meaningful, cohesive, engaging, and sustainable content that attracts the companys target customers. Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Bringing these two concepts together, we arrive at our best attempt at a concise definition. These patterns are the essence of content strategy. And what does the content renaissance mean for you. This definition was adapted from content strategy for the web by kristina halvorson and melissa rach. Yet rereading supports familiarity rather than recollection willingham lecture 2112016, meaning that it may not help students remember what they have read as much as other reading comprehension strategies do.
This outlines the production of content as a journey, from its initial concept to the users utilisation, the strategy is imperative. In the very beginning of erin kissanes book, the elements of content strategy. We are left, then, with no clearcut, widelyaccepted definition of strategy. It refers to the planning, creation, development, delivery and management of content. In his book, strategy 1, liddell hart examines wars and battles from the time of the ancient greeks through world war ii. This book covers everything, including how to kickoff a project, complete a content audit, define a core strategy, write a style guide and persuade others of the importance of having a content strategy. This second edition retains all that was wonderful in the first book, while yielding dazzling new insights into the hows and whys of content. Content strategy definition content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Jun 06, 2017 content marketing is a marathon, not a sprint.
Content strategy is a relatively new niche discipline in digital publishing. Popular types of b2b marketing content include blogs, search, whitepapers, social media, email, and video. Content is information produced through editorial process and ultimately intended for human consumption via publication. A business strategy focuses on capitalising on the strengths of the business and using it as a competitive advantage to position the brand in a unique way. This brief guide explores content strategys roots, and quickly and expertly demonstrates not only how its. Content strategy focuses on the planning, creation, delivery, and governance of content. Authority begins with great ideas, a solid content strategy, and a great team to help you maximize roi. The web, mobile, social and so on are all ways that messages can flow back and forth between brand and audience, but addressing and building strategies for them in isolation creates a breeding ground for fragmented brand. Content marketing strategy is mapping out the overall plan for what the content creators should be creating and spreading. He concludes that clausewitz definition of strategy as the art of the employment of battles as a means to gain the object of war is seriously flawed in that this view of strategy intrudes upon policy and makes battle. Content strategy is the discipline responsible for satisfying business requirements through content creation and. Content strategy concerns itself with the visionthe ins and outs of how and why your content will be created, managed, and eventually archived or updated. The content strategists reading list brain traffic. We felt that the industry needed a book truly about content strategy as a discipline, and not content strategy for a channel.