Lots of content is being produced and yet few are doing so with a formalized content strategy. Joe Pulizzi, founder of the Content Marketing Institute kicked off Content Marketing World ‘13 sharing that most companies still don’t have a formalized content strategy.
What a miss. A miss that is hard to measure the lack thereof – but it’s not hard to prove the advantages of working with a well-defined one.
There are many definitions of content strategy, but here is my fav du jour definition.
“Getting the right content to the right user at the right time.”
Kevin P. Nichols SapientNitro
Think you can pull that off every time without a strategy? Maybe you can hit it once or twice, but not consistently. So, why are businesses persisting in creating content without developing a content strategy?
Here’s a list of reasons why businesses don’t have a formal content strategy:
• We have been creating content for a long time and it is working for us without a formalized content strategy.
• Don’t truly know what a content strategy is.
• Don’t know how to develop a content strategy.
• There’s no budget because content strategy wasn’t on our radar when we finalized our budget last year.
• It’s nobody’s job.
• Silos are strong, no idea where to begin to develop one.
• No buy in from leadership.
• Our content marketing is OK as is, so why do we need a content strategy?
Looking at these reasons, it becomes understandable how businesses arrive to a place where content is being produced in the absence a content strategy. But if you consider that you can’t measure how much better you could be doing if it were being done with a strategy in place, these reasons don’t justify continuing on in this way.
Some refer to it as a content strategy, other use digital content strategy, or content marketing strategy. I have even seen it labeled as a social content strategy. By any name, it is simply a strategy for guiding your content planning, creation and delivery.
Consider this. We all know what content can do for an organization, including achieving top level business goals. I bet that you have even stepped up your content efforts in recent years. But.
- If your content team doesn’t know their why, then they can’t identify the how.
- If they can’t identify the how, then can’t develop specific goals.
- If they can’t develop specific goals, then they can’t measure performance.
- If they can’t measure performance, then they can’t improve their efficiency.
- If they can’t improve their efficiency, then they can’t meet the demands.
- If they can’t meet the demands then they won’t be able to get results.
- If they can’t demonstrate results, then why create content?
Remember, it all starts with why and the who, create your content strategy, today.