20 Content Strategy Rules to Live By

Debbie Williams

Written by Debbie Williams on Tue, Nov 29, 2011

content strategy circleInformation architects, web developers, UX designers and content writers may have different perspectives about content strategy. But, we all share a common passion for its importance. As content creators, we believe that an editorial content strategy is essential to the creation of any successful website, blog or social media involvement. Here are 20 lessons from some of the industry’s leading experts on how content strategy plays a critical role in content marketing today:

  1. Writing text online is no longer “just copywriting”. (@Halvorson)
  2. Let’s reclaim the internet so when we type something in we get satisfying results. (@Halvorson)
  3. Imagine if part of your strategy was to help your customers find what they are looking for. (@scottabel)
  4. We deliver the wrong info to the wrong people in the wrong format. (@scottabel)
  5. Content isn’t a phase in web development or redesign, it’s ongoing. Reverse how it is now. Design is a phase. (@jeffmacintyre)
  6. Content strategy is a menu to order from – audit, plan, build, grow. (@jeffmacintyre)
  7. Any content that you put on your website is a content promise to your customers in some way. (@juntajoe)
  8. Create something remarkable. If your content isn’t the very best, why should your customers engage or share your brand story? (@juntajoe)
  9. Traditional media is not at the heart of social media. It’s about one thing…content. (@Robert_Rose)
  10. Fans/followers do not matter if you have no objectives set for them. (@Robert_Rose)
  11. There is no semantic web without content and data. (@rlovinger)
  12. Content strategy will make or break your process. (@karenmcgane & @eaton)
  13. We don’t plan time to create and edit content. We treat it like a black box. (@karenmcgane & @eaton)
  14. Is content missing in your project diagram? Most project outlines DO NOT include content. (@karenmcgane)
  15. Good content isn’t magic. It takes planning and time. (@karenmcgane & @eaton)
  16. Don’t shovel the old content into the new shiny site. (@mbloomstein)
  17. Your deliverables will be that much richer with content strategy. (@mbloomstein)
  18. Content strategy can help designers communicate – in less time and with less money and effort. (@mbloomstein)
  19. Upfront content strategy actually preserves time and money for design. (@mbloomstein)
  20. How can you budget by page count if you don’t know how many pages it will take to express the main points, capture a user’s profile, or complete interactions (@mbloomstein)

No matter what your perspective on content strategy, it’s importance is apparent. Check out this great blog post from Colleen Jones, author of Clout, on the difference between content marketing and content strategy.


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