Leveraging Content Strategy – Early and Often

Do you currently employ content writers, copywriters or a content team? If not, who manages and develops content for marketing efforts? Internal communications?

The term “content strategy” elicits a rather wide range of responses, both from the technician/creative side as well as marketing.

Sure, it’s a term of endearment these days, often more hype than substance. But brought into the fold early in the process – and given the opportunity to add actual value – it can be pure magic.

Plan for content strategy – Now, not later

Too often, content is the very last item on the priority list, a “to be checked off” instead of the key cog in the marketing process it should be. ”Early” is where project stakes are at their highest, and where most people stumble.

So I’ve included a few necessary steps (from my experience) to plan for content, to ensure that the “how” and “when” you communicate with customers is aligned with the message, before the foundation is set and the marketing is turned to 11.

But first – why?

Before we dive into the what and how, it’s important to understand why content strategy should be introduced early in the process.

So why early?

Because everything along the marketing spectrum will depend on a solid plan for writing and delivering relevant communication. Your sales staff will need it in the field. Your marketing campaigns will need it. Your customers will definitely need it.

The nuts and bolts of content strategy

I’d need a few books (and then some) to really dig down deep into the methodology for planning and executing effective content strategy.  Even armed with an empty canvas, much of the specific tactical recommendations largely depend on a wide variety of factors (industry, resources, in-house expertise, conversions, etc.), so I’m focusing on a few foundational elements that you can attack right away.

Audit what you have

You have more than a few ways to approach a content audit, but since you’re actively building a business case for later recommendations, don’t get hung out to dry without at least cursory audit of what you have to work with.

Note - It absolutely should be a precursor to a more in-depth audit before content requirements are delivered, but it doesn’t have to go that deep just yet. This is about getting a feel for the quality and relevancy of your content so that you understand the playing field.

Open a text doc and scan your website, page by page, recording general observations on the messaging – is it useful, outdated, extraneous, lacking a clear call to action, match current business objectives?

This will serve as starting point A for a more in-depth audit by your newly appointed content strategist (yes, you should have one of those).

Identify roles and responsibilities

I ask the same two questions on every project. Though not an exact phrasing, the questions generally look like:

Do you currently employ content writers, copywriters or a content team? If not, who manages and develops content for marketing efforts? Internal communications?

Identifying roles and responsibilites is an absolute. It’s ownership and accountability for the crucial steps in content development. It’s putting the ducks in a row, keeping them in row and ensuring the row evolves with your business.

Without clearly defined roles in content, you get a lot of balls dropped and inconsistencies in communication strategy.

Ask LOTS of questions

Curiousity never killed anything (well, except for that proverbial cat), so use this process as fuel for your discovery process. You should gain just enough knowledge from key departments to build an initial business case.

A few examples of the right customer-facing questions that a) doesn’t invite a bloated pre-sales process because of content and b)  limiting yes and no answers:

1. Do we have printed sales tools available for our sales reps? What about interactive tools for the field? Who creates/manages the content that goes into these tools?
2. Do we have documented, standard verbiage — whether on external printed materials or internal documents — that employees are expected to adhere to?
3. Who will serve as primary approver for all communication – offline and online?

Sell the foundation

Before campaigns are conquered, get the messaging foundation down. Do everything above and then some. I don’t mean this metaphorically either. Do the leg work, then write it down and share with everyone in the company. Get alignment!

Literally, the process might look something like:

1. Get all departments involved, early
2. Audit
3. Customer/competitive research and analysis
4. Present findings/give recommendations
5. Map key messaging priorities to appropriate products and services
6. Write value props, features, calls to action for product/service category
7. Repeat above for each product service, value adds, company processes, etc.
8. Write company elevator pitch – lose the bland, please
9. Consider these first steps in setting communication standards
10. Set a meeting to review with all departments, designate leads to ensure these standards are met.

Building the foundation for effective communication starts today, not tomorrow. I’m well aware that this is only the beginning, a surface scratch on what is a massive universe of methodologies, processes, philosophies, etc.

So, how do you envision content strategy should be leveraged, and what is your ideal scenario for incorporating content into your existing processes?