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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.
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Find the right balance with a content mix
Content mix is all about proportions. Your research-based personas and audience messaging cards specify priority content considerations for your audience. The content you’ve mapped to your customer journey lays out which content your audience wants at which points of their experience with your company.
What’s missing is how much of each type of content. What’s the ratio of articles to infographics? Of topics for Sue to topics for Tom? This is what your content mix answers. It helps you find the right balance of different elements of content, taking into account your company strategy, audience needs, and available resources.
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Communicate concepts through messaging
Messages are concepts being communicated and are not actual page copy.
Messages can be conveyed both explicitly, through tag lines, headings, or text, or implicitly, through underlying context and imagery.