Content Strategy is the Backbone of Effective Writing
We consume endless amounts of content. According to MarketWatch, nearly half of American adults spend more than 11 hours of their day on electronic devices, many of them scrolling through social media or looking for things on Google. More than anything else, the words you use and the message you send play a critical role in the content you put out — especially if you’re trying to sell a product or service.
Unfortunately, because people absorb so much online, it can be hard to stand out. You want to make sure the content you produce creates a compelling and emotional connection with your audience. But how do you make that happen? It all boils down to your content strategy. As a writer, I create, use and heavily rely on content strategy to bring my work to life.
It's about creating lasting relationships
When it comes to content creation, writing in your voice can be very tempting. That's because it's comfortable and easy. We know exactly what we say and how we say it. However, if you're trying to engage consumers, your tone and approach need to match what they're looking for. Content strategy doesn't just help shape your brand, it builds the foundation for long-lasting, successful customer ties. What do some of the most influential brands have in common? They're great communicators. They know precisely who their base is, what they desire and how they can help them.
Some factors to consider
While content strategy and content writing go hand-in-hand, the work you produce is not homogenous, nor should it ever be. Before I start a new project, these are a few things I like to think about:
· What medium am I using?: Content provides value to users in many ways. Whether it's in the form of social media advertisements, videos, web pages or blog posts, each has varying elements that require a different approach. For instance, if I am writing for a video script, I will want to make sure my tone is more casual, like talking to a friend at the bar. And if I am writing a social media ad, my tone may be more tongue-in-cheek than writing an informative and formal blog post.
· Who is my audience?: They can vary greatly. Once I establish characteristics about my target audience, that gives me a better idea of how to set my tone. Some examples of characteristics could be: young millennials between 24 and 32 who like craft beer, Ted Talks and works for a small tech start-up. By creating this persona, I have a better idea of how to speak to them, their interests, what problems they face and how I can help them.
· What will make my message unique?: For every piece of content I write, I know it has to have a purpose. It has to provide a unique proposition or a problem that needs solving. Otherwise, why would anyone want to read it in the first place? This can be tough to do if others have already addressed similar issues. To combat this, I emphasize the value of the product or service I write about and what it offers that competitors don't.
It’s also important to make sure your strategy is sustainable over time. As events take place and the world changes, your customers’ needs and attitudes will change with it. And when they do, your message and your strategy should mirror that.
A solid strategy can help generate leads
There's no more effective and cost-efficient way to attract consumers than a dynamic content strategy. If you can have just one blog post or webpage that gets people interested in what you’re about, it can make a world of difference.
