Content Strategy: structure, messaging, planning

In the literature, there are different meanings of “content strategy” and it seems every of these meanings is correct and focuses on a single piece of this fascinating subject:

  • content strategy is structure
  • content strategy is messaging
  • content strategy is planning.

Ultimately, we can define content strategy as the art of getting the right content to the right user at the right time, achieving organization’ goals.

Structure. You must know your organization: what is it? What are main goals? Is there a vision? What is final mission of your business? These questions are not surprising, because a lot of companies don’t know clear answers. So a content strategy can help to find solutions thriving business and ensuring that users can find what they need when they want it (your products and services, of course!).

Messaging. Content is the essence of the consumer experience. The experience is a key thing for users. At every stage of this experience, at every touch point, your brand has to talk to users through contents, building personalized experience.

Planning. Ok, you need a content strategist. A content strategist creates for your organization meaningful, multi-channel contents by leveraging technology and solutions that anticipate and respond to user behaviors. This professional figure will help you to master content lifecycle: from ideas acquisition, to publication and maintenance across channels.

Brands must think strategically about their contents, as a key business asset to protect brand identity, to better engage users, to optimize customer experience.