Archive for the ‘Content Strategy’ Category
Content Strategy. The missing link in web strategy.
In his article on why brands are becoming media, Brian Sorlis makes a compelling case for why content strategy must be an integral platform on which we build our social media strategy. Many marketers don’t have a documented content strategy despite aggressively pursuing multiple social media channels as business enablers. These channels need content that is fresh, relevant and regular. This means we need a plan. Like magazines and newspapers, brands now need editors, writers and publishing calendars.
Writers need not be journalists contracted to develop and write articles for the brand on it chosen medium. They can be staff members who blog about their area of expertise. They can be brand evangelists who submit articles every so often on their experience with the brand. They can be anyone!
I agree with Brian on the role Editors are now going to play. Due to the increasing complexity of communication technology today, Editors need to be the hubs where social media, corporate website, print media and electronic (tv/radio) content generation and distribution meet. As an absolute necessity, whoever plays the role of Editor (in-house employee or outsourced consultant) will have to be a part of the organisation’s web strategy conversation.
Do you have a documented web strategy? Content strategy? No? What are you waiting for?!
