When I started writing in high school and college, the term content strategy didn’t exist. Social media hadn’t been invented in a college dorm room, and website development was in its infancy. I mean, I still had to conduct research at the library and Wikipedia hadn’t been invented yet.
In a remarkably short period of time, the internet has changed the way writers produce content. Instead of focusing on a single goal and reaching a single audience, when I write I have to think about the many ways people may people may encounter it, the many devices they may be using, and the many methods that may introduce them to it.
A single eBook will have readers coming from all different sources, including social media, emails, corporate websites, organic search, paid search, other websites, face-to-face conversations with sales people, and advertising campaigns. Before I type a single word, I need to strategically plan where and how and when this content will be seen, and how best to get the message across. And if that message is going to promoted across multiple types of content on multiple platforms in multiple formats, that needs to be a more in depth content strategy.
Thankfully, there are a lot of resources on the internet to help you learn what content strategy is, and how to develop your own content strategy skills. Here are a few of my favorites:
A history of content strategy, with links to helpful articles
The Epic List of Content Strategy Resources – no explanation necessary
Create and implement engaging content – a Northwestern University + Coursera collaborative online course
A quick Google search should help you find more content strategy resources to help you understand what it is, why your business needs it, and how to get started. Feel free to get in touch with me if you’re looking to create a content strategy plan for your organization.