{"id":3748,"date":"2015-06-15T11:19:51","date_gmt":"2015-06-15T11:19:51","guid":{"rendered":"http:\/\/redclayinteractive.com\/?p=3748"},"modified":"2015-07-16T18:31:04","modified_gmt":"2015-07-16T18:31:04","slug":"intro-to-content-strategy","status":"publish","type":"post","link":"https:\/\/redclayinteractive.com\/intro-to-content-strategy\/","title":{"rendered":"Intro to Content Strategy"},"content":{"rendered":"
In the simplest of terms the web is full of content. Social media, SEO, email marketing and marketing automation, it seems that all roads lead to content. This means that now every savvy marker is finding themselves playing the role of producer and editor and companies are playing the role of publisher.<\/p>\n
What makes great content?<\/h2>\n
Users first<\/h3>\n
Knowing who we are creating content for is the first step for any content strategy.\u00a0When we brief a team with a content assignment we always start with which persona(s) we are targeting with the content. Linking content creation with personas is the key to making content that resonates.<\/p>\n
Strategy<\/h3>\n
The next question on our content briefs is \u201cWhat do we want someone to feel\/do\u201d. This describes where that user is in the customer journey and how our content will affect that journey. Empathising with where our users are currently and knowing the action we want them to take will ensure the content has business value without being salesy. Without a clear purpose for the content there is a temptation to \u201calways be selling\u201d.<\/p>\n