Content Strategy is about more than your website

If you want to sell content strategy into your organisation, social media might be the key.

It can be frustratingly hard to convince clients and senior management of the need to invest in their content. Although most organisations recognise the benefit of paying a web designer few seem willing to invest the same money in content as they do design.

One answer to this dilemma is to explain that having a content strategy is about more than just writing copy for your website. Most organisations believe they have people who can write copy. However fewer believe they have a firm grasp of social media despite recognising its huge potential. By demonstrating that content strategy is about communication across all digital mediums you are significantly more likely to find management willing to invest in your content.

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For me Jeremy Baldwin sums this up perfectly in “content strategy: no longer just the preserve of the web professional” when he says:

The rise of the social web and democratisation of content creation, calls for a new breed of content strategist, one that is dedicated to monitoring, aggregating, contributing and shaping content about the brand in all its digital guises.

Perhaps it is time for us to stop referring to content strategy only in the context of websites, but instead embrace its wider role across the whole of the web and even off-line.

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  • In a recent presentation, I used a slide that visually sums up what a social presence does for your overall online presence. I was using it to make the case for social as it relates to improving search, but it becomes very clear that an effective content strategy is one that serves your overall online presence, most of which will probably be off-site.

    Check out slide 7 and 8 in the Slideshare embedded below.

    (If the embed doesn’t show, try: http://www.slideshare.net/daynw/search-marketing-still-the-killer-app-of-online-presence)

    Search Marketing – Still the killer app of online presence.View more presentations from Dayn Wilberding.

  • Thanks for your thoughts, Paul. I agree specifically with the idea that you have to sell in CS based on whatever your employer’s or client’s pain points are. Whether it’s a floundering social media presence, a botched CMS migration, or a disastrous website piled with useless content, selling specifically to whatever hurts most will help advance your agenda more quickly.

    I actually wrote a blog post a few months ago that addresses this topic head-on:

    http://blog.braintraffic.com/2010/11/why-i-wrote-content-strategy-for-the-web/

    • Love that, Kristina.

      Being on the agency side, I’m more than a little excited about that idea; content as anything a brand creates to add value for a customer, web or otherwise.

      After all, even the most traditional marketing channel is on some level part of a larger content strategy, right? A billboard message can inspire the viewer to check out a website, so it’s just as much CS as is a Tweet. A TV commercial can cause you to mention it to a friend via email. Also CS.

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