Photo credit: George Lawie
Filling the gap: Our blog series
The clients we work with typically understand how helpful audience research can be. They know research gives their audience a voice and aligns their stakeholders. Often, organizations we work with either have their own customer experience team, or partner with people who specialize in user experience research.
As content strategists, we often struggle to describe what content strategy is and the value it brings our clients.
We’re frustrated by the narrow view that some people have of content strategy. And trying to get budget and resources for content strategy seems almost impossible. The good news is, we’ve spent the past few years working through these problems and have introduced a new framework for content strategy that simplifies things.
Kathy Wagner and Melissa Breker unveiled this new holistic content strategy approach at Confab Central 2016, outlining each pillar of our new content strategy model, and shared stories and evidence we use to foster a common understanding and get senior-level buy in.
Content strategy is confusing
If you search online to figure out what content strategy is, be prepared to be confused.
There are experts who define content strategy (many of them in fact) but their definitions are rarely in plain language and the number of variations and contradictions are overwhelming and confusing.