What is content strategy?
Content strategy defines the planning of content creation, publication and distribution. It starts with the company’s goals and analysis of the current situation, involves the research of clients and the identification of the best channels and types of content for creating awareness, attracting customers and retaining them.
The content strategy provides guidelines for the creative team and helps them see the big picture, so as to create meaningful content that serves the business’ goals. A complete content strategy answers three main questions: what type of content to create, what is the purpose of the content, and who is responsible for developing it.
The content strategy takes into consideration both onsite and offsite content, as these work together in building a business’ reputation. When creating the strategy, try to explore different types of content, such as webinars, video materials, blog articles, e-book, guides, white papers, podcasts, infographics and so on.
What I do
- Identification of content’s key messages, tone and goals
- Set KPIs based on objectives
- Content audit
- Analysis – Gap analysis, traffic analysis, SEO analysis
- Clients research
- Channel / social strategy development
- Editorial calendar development
- Content / metadata development
- Publication workflow
- Results analysis
How I measure the results
Depending on the business’ profile and goals, KPIs can include:
- Number of visitors
- Page views
- Time per page
- Bounce rate
- Conversions – subscriptions, click throughs, sales
- SM engagement
- Inbound links
Standard price for content strategy development is $600.
If you’re not familiar with the above terms, please check the Social Media Glossary before asking for a personalized quote.
If you prefer to develop your content strategy yourself, you can read my articles on Content strategy here.