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Improve the Impact of Your Messages with a Content Management Strategy

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Improve the Impact of Your Messages with a Content Management Strategy

“We define content strategy as: getting the right content to the right user at the right time.”

“The content strategy defines the channel strategy — not the other way around.”

In an age where companies are fighting to create content that engages its customers, is too much content a good thing?  At what point are we saturating the market with noise and not news?  Is there such a thing as bad content? 

I believe that there are ways to best leverage the content created within an enterprise. 

As we create compelling stories, a content management strategy helps ensure that a consistent message is delivered to all audiences…across all channels.  A content management strategy builds a framework for the creation, publication, and governance of useful, usable, informative and engaging content across the enterprise for all audiences.

Every company is different in managing the creation of content.  And, there really is no right answer.  However, I believe that there are there ways to best leverage the content created within your enterprise. 

At a basic level, a content strategy defines:

  • Key themes and messages,
  • Distribution channels,
  • Editorial calendar,
  • Target audience(s),
  • Owner(s),
  • Topics of expertise,
  • Topical industry news and trends,
  • Brand voice and personality,
  • Metrics,
  • Metadata frameworks and related content attributes, and
  • Search engine optimization (SEO)

Content management is a strategic marketing decision focused on creating and distributing valuable, relevant, and consistent content to attract, retain and engage a clearly defined audience.  Ultimately, we want content to define our brand and drive sales.   

While the right message is important, the right distribution strategy can help ensure your compelling stories are resonating with your readers and customers.  With a strategy, we are creating news, not noise, and followers and customers will maintain interest and stay engaged with us.  

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