Photo by 贝莉儿 NG on Unsplash
Roll your content strategy up into one sentence
The idea of a core content strategy statement comes from Brain Traffic’s content strategy quad. Melissa Rach describes the statement as “the central idea for using content to achieve an organization’s business goals” and around which are the components substance, structure, workflow, and governance.
In our new model for content strategy, the core statement is central to the strategy component.
It’s a guiding statement that connects business goals to audience and/or employee needs. In practical terms, your core content strategy statement should inspire and align your content team. It keeps the strategy clear and the people on board.
Photo by Boris Smokrovic on Unsplash
Think of content as a living thing
Regardless of type or format, channel or platform, all content moves through a life cycle. It’s all conceptualized, planned, created, and maintained in some way by someone.
If you’re looking at improving your content processes, we recommend using the content lifecycle as a framework. This will ensure you have processes for every stage of your content.
Photo by Mathias Jensen on Unsplash
It’s hard work getting people to do what you want, whether you’re the leader of a content team or a parent of a teenager. The challenge almost always boils down to the same thing, for changes from unloading the dishwasher to creating content in a new way.
Without the right motivation to change, people would rather stick to what they know, even if the status quo is more painful, ineffective, and unsatisfying.