If you are publishing content online, you need a strategy to make the most of your efforts. Whether you are sharing content on your own website, writing guest posts for a blog, or posting on social media you need to be as strategic about the effort as you are in all of your communication.
There’s much buzz about the concept of content strategy, but none of it should be new for communicators. Here are some thought starters about what you need to think about as you formulate yours:
- What is/are your goal(s)
- Who are you trying to reach
- Where does your audience spend time online (this is where your content should be)
- What is the intersection of the interests of your audience and your goals (this is what your content should be about)
- What is your audience likely to do online – you can’t expect vastly difference behavior when they consume your content (this is the basis for your metrics/evaluation)
- What are your resources for content – employees, partners, subscription services, etc.
- Have an editorial calendar that sets the framework for the year of anticipated topics such as company news, events, seasons, holidays, marketing or other themes, reports, etc.
- Have a plan for handling breaking and unexpected news
Thinking through these items will give you a great foundation for a content strategy.