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September 2021

Getting the digital content management strategy right

We're often asked: what is the difference between a content management strategy and a content management plan? The way we think about it is this: the strategy dictates the plan. A well-considered content strategy helps to define your goals, set priorities and allows you to plan and react accordingly to get the right results. From the strategy, you can construct a plan, assess the content that needs to be generated in order to achieve the strategy, and set in place the tactics needed to meet your goals. Here are some tips on what’s needed for both the strategy and planning stages.

Content strategy 

1.     What are the results you want to achieve? 

Set your goals, such as raised brand awareness, increased loyalty, more organic traffic.  

2.     Insight

What’s your message? Who's it for? Why are you creating this content? As well as competitor analysis to identify opportunities, research the content your target audience prefers and where they hang out online to consume it. This will allow you to plan content specifically for them.   

3.     Measure success

Measurement and accountability are crucial to understanding what has worked. In turn, this information will feed and shape future activity, ensuring the best ROI. Continual performance monitoring of all your content assets, eg webpages, blogs, social media posts, videos etc allows their success to be analysed and if necessary realigned to match your goals. 

Content planning 

1.     Refer back to strategy

Does the content you produce fits with the goals you identified in your strategy? 

2.     Multimedia calendar

The content plan takes into account what your customers need, how it's delivered over a multitude of platforms, and search engine rankings. Where will it be posted? How is it going to be written? When will it be posted? Planning will enable you to generate re-usable content, ensuring you are getting maximum value for your efforts and adapting your message for your audiences and their needs.

3.     Engagement

Making sure the content you produce is meaningful, whether that's words, graphics or video, creates trust with your audience, establishes you as a thought leader and generates business.

And finally…

With your great strategy and content plan in place, it’s time to start creating that killer content! 

If you'd like to find out more about creating a successful content management strategy and plan for your business, get in touch.