{"id":4921,"date":"2015-08-17T17:07:00","date_gmt":"2023-10-18T17:07:04","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4921"},"modified":"2023-12-20T14:41:54","modified_gmt":"2023-12-20T14:41:54","slug":"content-strategy","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/content-strategy\/","title":{"rendered":"How Content Strategy Makes it Possible to Run Circles Around the Competition"},"content":{"rendered":"\n

A popular saying goes, \u201cIf it was easy, everyone would be doing it.\u201d True in life as it is in business, this statement also applies to content strategy\u2014which is talked about far more than it is used effectively.<\/p>\n\n\n\n

There are many definitions of content strategy. At its core, content strategy acts as a pilot for the creation and management of any and all content you produce (including images, text, graphics, videos, interviews, social media sharing, etc.). There\u2019s a reason it is the next big thing: poorly planned and executed content is a huge problem that\u2019s out of control. Kristina Halvorson, who is widely credited as the founder of the discipline, says solving the content conundrum will take time. \u201cCreating a smart plan for the creation, delivery, and governance of your web content means research and reflection. Trial and error,\u201d she says. \u201cAnd selling your plan to the powers that be\u2014winning attention, approval, and resources\u2014is going to take even longer.\u201d<\/p>\n\n\n\n

Mention content strategy to the executives of many businesses and you\u2019re likely to experience some hesitation or be ignored. While valuable, worthwhile, and necessary for companies of all sizes, content strategy is often neglected. Here\u2019s why you shouldn\u2019t make that mistake, and how a clear content strategy will help you leave your competitors in the dust.<\/p>\n\n\n\n

1. Content strategy establishes a path for your brand.<\/b> <\/h3>\n\n\n\n

When used correctly and applied with conviction, content strategy can facilitate marketing success by ensuring your team members\u2014and the content they produce\u2014always align with the goals of the business. <\/p>\n\n\n\n

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Those are just a few of content strategy\u2019s many benefits. Now that we know what content strategy is, let\u2019s dive into what it does.<\/p>\n\n\n\n

2. It protects you from content marketing failure.<\/b><\/h3>\n\n\n\n

Content marketing is difficult to do well, but a good strategy will set your company apart. It prevents your business from joining the 96 per cent of B2B content marketers <\/u>who struggle to produce worthwhile content for their audience. Three of the biggest issues in content marketing, uncovered in a 2014 report, are the usual suspects: creating content for the sake of content, limited or no involvement of stakeholders, and no clear relationship to the goals of the business. <\/p>\n\n\n\n

These stats demonstrate the challenge of effective content marketing. Before you engage in content marketing, create a sound content strategy and goals.<\/p>\n\n\n\n

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3. It helps you prepare your brand for friendly competition.<\/b><\/h3>\n\n\n\n

The single biggest advantage of content strategy is that it makes certain you continually assign, create, share, and amplify content that\u2019s in line with the goals of the business. This is something few brands get right. The beauty of content strategy is that it makes your competitors\u2019 challenges your brand\u2019s opportunities. <\/p>\n\n\n\n

Now that we know what content strategy is, why it\u2019s important, and, most importantly, how the competition is failing to use it wisely, let\u2019s explore how your business can put the practice to work in your business. <\/p>\n\n\n\n

Beginning this month, meet with your marketing team (and anyone else involved in creating content) on a weekly basis. During this meeting, discuss the five core elements that will order your brand\u2019s content efforts going forward.<\/p>\n\n\n\n

This exercise is designed to help you get your brand messaging in order, making it possible for you to stay on target with every piece of content your team creates\u2014whether emails, blogs, newsletters or brochures. <\/p>\n\n\n\n

By meeting frequently, all team members can be engaged and stay on message. Weekly meetings also allow the information to filter out to other teams, who can draw from these core tenets during sales presentations, speaking events, and interactions with vendors. <\/p>\n\n\n\n

Guiding your brand to ask the tough questions and get the necessary answers is where content strategy really shines. <\/p>\n\n\n\n

4. It allows you to thrive where the competition is weakest.<\/b><\/h3>\n\n\n\n

Even if your competition has the focus to succeed, there\u2019s a high likelihood that the areas they\u2019re focused on don\u2019t rise above the brand level. This is especially the case when it comes to the keywords brands hope to rank for. With the rare exception, your competition is likely to make one of two bad content-related choices: <\/p>\n\n\n\n