Content is King. Content creation. Content curation. Content strategy. What’s all this buzz about content?
Most company owners have heard that content is important to build awareness and attract customers to their business but may not be sure if they should jump into the ocean of content. And, if you’ve checked your email lately you know it really is an ocean. First, a quick primer on content terms:
- Content is information or stuff. It used to mean being happy.
- Content creation is producing stuff. Words, photos, videos, data, etc.
- Content curation is collecting, organizing and displaying that stuff. Think museums.
- Content strategy is a careful approach to communicating all this stuff, including how, when, with who, and why.
With that said, how can you learn to create good content and, just as important, a content strategy to benefit your business? Here are some questions to help with the process:
- What are you trying to accomplish? Whether it’s to be the source of information on a certain topic or to reinforce your company’s image, determine how your content strategy will help you reach those goals.
- What information (written or visual) would be important, relevant, and useful to your audience? Remember you’re sharing to benefit the audience not you.
- Who is your audience? Part of your strategy should be to decide who you’re trying to communicate with — customers, potential customers, a particular community. Be specific.
- What is the best method to share this relevant information? Some options are the company website or blog, case studies, newsletters, speaking engagements or social media.
As your strategy matures, refine your content for search engine optimization (SEO) using keywords, Google Analytics, and feedback. Also, look for ways your content can set you apart from the competition. In a future blog post, we’ll discuss creating good and effective content.
A well thought out content strategy can benefit your business. If you need help with this, contact a qualified public relations professional. It takes creativity, analysis, consistency and the right “stuff.”