Do you have a strategy for that content?

Holy cow, it’s been a while since I blogged but I was made to publicly promise that I’d knuckle down and get on with it so here goes.

I’ve been MOOCing again – Content Strategy for Professionals at Northwestern University. It was a tad slow to start with but there were some nuggets in there I thought I’d share. There’s too much for one blog so I’ll split it up a bit. I thoroughly enjoyed their content and their video lectures were just the right length to fit in a coffee break or eating sandwiches at lunch so I could do it at work.

You can add it to a watchlist over at Coursera and they’ll let you know when the next one is due to start.

People are being bombarded with more and more information but we have the same 24 hours in each day to process it. The world is getting more and more complicated. This why we need content strategy.

Decide on your organisations main goals and objectives. All content should be aligned with these.

Understanding your audience

People will only learn about things they want to know. There is no such thing as a mass audience any more.

Organisations need to understand the step before motivation ie. understand self-interest and social identification. You should understand your customers’ interests and lifestyles so well that you can predict their need before they know they need it.

Creating personas

Spend time with the target audience to find out what motivates them and how they spend their time. The media you use should meet people where they are, not where you think they are or you want them to be.

Targeting the audience with experiences

Once you understand the audience’s self-interest you can tailor the message to create soft-touch time-out experiences – those moments that people turn to their device for time away from work, the kids, life.

Understand the target’s definition of storytelling – it will be different to the organisation’s.

Marketing and branding content

Content is a product and should help your product/service. Brands relate to experiences – see a classic Coke bottle and think long, hot childhood summers. How does your brand/content relate to an experience?

Create a positioning statement:

  • to (target) ————————- —- who (characteristic) —————————–,
  • this brand (what it’s like) —————————–that is (different from) ———————–.

Emotions

Experience = emotion

What do you want people to feel. Engagement is about emotional experience with your content, not just page hits or likes.

All content creates a user experience and experience drives usage. Content strategists have control over user experience. The audience’s concept of the experience maybe different to what you intended.

Content should:

  • make the audience smarter
  • look out for the audience’s interest
  • be easy to access
  • give the audience something to talk about or share

I think that’s enough to be going on with but next I’ll cover tone and voice, design, what social means for content strategy.

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