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What is Content Strategy
Content strategy needs to be built around one simple principle: all content produced and used by an organisation should be appropriate for its users and it should be synchronised with business goals.
The content should be delivered on the right platforms, should fully engage with its target audience and should carry the desired value proposition when it comes to style, substance and variety.
Content is not just marketing, although the marketing of content (or, content marketing) is a critical support to the goal of driving business growth through top quality content.
What is content?
In this context, content is everything. Content is what an organisation uses to communicate with its customers or audience. It can be delivered via the mediums of text, video, audio, graphics or photographs; and it can mean everything from news, to analysis, to presentations, to podcasts or videos, to competitions or polls and just about anything else you can think of. In fact, anything that is placed on a website; within the pages of a book, magazine or newspaper; or on other marketing materials is content. Taken a stage further, it is all the other stuff that enables the flow of content, so start thinking content management systems (CMS), hardware, software, and even human capital.
The key is in knowing what to put where, when and why, as well as understanding how. Organisations can have the best content in the world, but if it is not supporting business goals, and not easily accessible to the target audience it is failing.
With the growth of digital business opportunities, in a world where winners are increasingly measured by how well they communicate, inform, engage and ultimately acquire and convert their customers, it is critical to have a coherent content strategy.