They used to say any publicity is good publicity. Try telling that to Prince Andrew right about now. He has tried to meet the problem head on and created many more problems. Whether he is guilty or not isn’t for me to say and I’m sure time will reveal the truth. But there are lessons to be learned for any business in this. Any publicity is most definitely NOT good publicity.
And any content isn’t good content. It needs to work with the direction your business is headed. In other words, your content strategy should align with your business strategy. Let’s take a look at what this means in more detail.
If you haven’t already, then you need to know where you’re headed as a business. If you want to look for new customers, then ensure that your strategy shows this. And then your content can work towards this goal. You use different language, reveal different things and write in different places when you are looking for new customers. If your strategy is to gain more sales from your existing customers then you adjust the content strategy accordingly.
If you align your content strategy with your business strategy then you are pulling in the same direction.
The next step is to make sure all of your content follows this strategy. This does mean that you have to stop and think about the words you put together before you write. Whether it’s a social media post, a blog or something a little longer you need to ensure that it is fit for purpose.
That’s where we start with any content – what is it going to acheive? From there you can take a step back, make a few notes and ensure that you structure a piece that delivers what you want.
This piece, for example, is intended to give you the information you need to structure a series of content. And don’t forget these are series. The strategy doesn’t have to be set in stone forever more. Review it after a little while for two things –
If your strategy has changed, then the content strategy needs to change with it. If you are not getting the results you want then it’s time to do something different. Too many of us don’t monitor the way our content is performing. And then we wonder why it doesn’t perform.
If you have any questions about your content then please drop us a line. We’re here to help!