Develop a content strategy

Many people assume that content strategy is about content creation – but in fact, that’s the easy bit. It’s what Kristina Halvorson calls the “messy stuff” surrounding the long-term management of content that forms the real challenge. Essentially, she explains, it’s all about asking the right questions early on in the process – “Who is the content coming from? Who owns the content? How will that content be maintained and developed after launch?”

“So really it’s about working to move organisations’ focus away from launching content and towards looking at content as something that lives within a long-term life cycle. And that requires a longer commitment than just a copywriter and a project manager for the website launch.”

Quality content:

  • Drives traffic to your digital channels.
  • Keeps visitors engaged.
  • Persuades visitors to keep coming back.
  • Convinces visitors to convert into paying customers.
  • Improves customer loyalty.

At least one individual needs to be assigned to improving the quality of content by creating and implementing a content strategy. A strategy for the production, maintenance and removal of content online.

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