Clients generally ask me for copywriting services; they try to enlist my help in developing their key messages and copy points for their websites and collateral materials. But I find that often what they really need is Content Strategy.
What is Content Strategy? Wikipedia defines Content Strategy as "the practice of planning for content creation, delivery, and governance"[1] and "a repeatable system that defines the entire editorial content development process for a website development project." [2]
A Content Strategist is someone who achieves “the business goals by maximizing the commercial impact of content[4].”
To me, Content Strategy is how we define and develop content to support business-building goals. Content is not just copy but includes what are referred to as Content Assets---blog, photos, video, testimonials, news feeds, White Papers, etc. Successful content strategy shapes the brand story for each target audience while it also addresses business-building goals. Once the strategy is set, then we drill down on specific copy points.
Finally once the content is generated and copy points made, we optimize it for Search Engines. Going forward you want to be sure to measure your website and see what’s tracking and then make adjustments accordingly. If you see for example that no one’s clicking through your site or that your bounce-rate isn’t decreasing then, you will want to make adjustments to your story.
In general you want to keep your content fresh so be sure to update it regularly. This tips off Search Engines and helps boost your SEO. It also cues your visitors that you are active and thriving.
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