Content Strategy: What It Really Looks Like Close-Up

I can’t count the number of times I have googled ‘How to create a content strategy” or ‘finding the best keywords” or something similar in my search for answers to questions that digital marketing routinely presents. In a fast changing landscape, trying to keep up with best practices shared by other people really seems like the best way to keep up when you are a one man army trying to juggle too many things. 

Unfortunately, the lives and therefore perspectives of marketing gurus whose article rise to the top of google searches are very different from the ordinary marketers struggling to show results before the next weekly meeting. The experts may have started out like us but are now in no way subject to any of the pressures or constraints relevant to a junior level executive at the bottom of the marketing food chain. And just knowing that as you scroll down the 5000 word article that they probably got a 5 people team to edit and design for - the advice, hacks and tips stop feeling real.

Im not as junior as I used to be (or for that matter as senior as I would like to be). But trapped in the uncertain middle, I thought this was a great time ( and place) to share the real and imagined fears of a person when tasked with a content strategy initiative. Not just the rhetorical “ how to” pitch but all the hazy stuff “ what if” that nobody likes to talk about. 

At the end of the day creating and executing a content strategy requires a deep understanding of the segments you are reaching to, identifying the story you think will make the most impact and the leveraging all relevant channels to do so. 

For more information read “A to Z of creating a Content Strategy” 

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