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Heard a lot about content strategy but not sure what it is? Interested in creating your own but don't know where to start? Check out these six easy steps for developing a simple content strategy to guide your social media marketing efforts.
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CREATING AN EFFECTIVE CONTENT
STRATEGYBethany Gardner, Digital Strategy
ICF International
September 12, 2014
What is Content Strategy?
New: Webster’s doesn’t even have a definition for it
Basic definition: Planning for the creation, delivery, and
governance of useful, usable content
My preferred definition: a content strategist acts like a
museum curator, “strategically select[ing] and place[ing items]
to engage the audience, convey a message, and inspire action”
(Erin Scime)
When do I use it?
Content strategy is used to convey information, or get someone to perform a specific action
Examples of Content
Info-graphi
cs
Videos
Social Media Posts
Web Pages
Photos
Blog Article
s
Events
How do I create my own?
Determine
Audience
Assess Goals
Develop Content
Promote + Share
Repurpose
Content
Measure Impact
Know Your Audience
Who do we want to view our content?
Know Your Goals
What action do we want people to take after viewing our content?
Develop Content
How do we create content that is valuable (i.e. helps our target audience be smarter, better, more interesting, or fixes a
problem that they have)?
Promote & Share Content
How do we get people to view and share our content after it’s been created?
Repurpose Content
Creating valuable, relevant, and engaging content is a lot of work! How do we get the biggest bang from our
content buck?
Measure Impact
How do we determine if our goals are being met?
In conclusion
o This is a general strategy- in real life a content
strategy is tailored to the needs of the client
o Please reach out to me ([email protected])
the digital strategy team for more information on
how we can assist you or your client in developing
an effective content strategy
Q & A
