What the F is a content strategy and does my business really need one?


If you’re a business owner (and haven’t been living under a rock), you’ve likely heard that creating relevant content is an effective way to engage potential customers, improve SEO and drive consistent traffic to your website. The key word here is relevant. Unfortunately, creating content in a vacuum that isn’t related to your business or doesn’t speak to your users can have the reverse effect. It can actually create confusion, mistrust with your customers or make you appear desperate to jump on the content bandwagon.

If the purpose of your content is to engage with customers and drive more traffic or sales, it’s critical to have a cohesive, on-brand, and professional content strategy before you spend anymore time on generating blog posts, Instagram photos, Facebook pages, etc.

But what is a content strategy exactly, and why do I need one? Can’t I just post this video of my cat and hope people will like it and follow my page?

Kristina Halvorson, author of Content Strategy for the Web defines it best:

“[A] content strategy plans for the creation, publication, and governance of useful, usable content.”


In other words, a good strategy defines the who, what, where, when, why, and how of your content. Think of it as a roadmap that starts with detailed research into who your customers are and what your competitors are doing in terms of content. From there, your strategy should develop an authentic and on-brand voice, tone, look and feel. It should then explain how to use that content on various platforms (social, email, etc.) including frequency. 

Before you establish a robust content strategy, make sure that your brand identity is clear, concise and relates back to your value prop with an in-depth brand strategy session.

Robyn Young