How did we get here?
It used to be that companies didn’t know how to create content to meet user needs. They struggled to figure what their audience needed, let alone how to meet that need. But over the past three years there’s been a complete sea change when it comes to in-house content strategy competency, particularly in the user experience arena.
I think I need a campaign but I’m not sure why
It’s not uncommon for organizations to run with what they’re already comfortable producing. For many organizations, those are campaigns.
For decades, agencies built their empires on the backs of global campaigns for giant brands, so it’s no surprise that, as a marketing strategy, the campaign is alive and well. But it’s more than just tradition. Depending on your business goal, a campaign may be just what the doctor ordered.
Different roles, distinct challenges
In any content strategy effort, you’ll inevitably need information that other people have, whether they know it or not. Interviewing people can be hard work (which is why we have some general pro-tips).
Making matters more complicated, when you interview someone, you naturally bump up against that person’s inherent biases, which can heavily shape what they say. Cutting through these biases and arriving at helpful information can be tricky.