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Using a Content Strategy to Promote Your Organization

Lori Halley 13 January 2011 5 comments

This is a guest post by Ja-Naé Duane, artist, creative economist, social media strategist and a faculty member at Northeastern University. Ja-Naé is also CEO of Wild Woman Entrepreneurs, Ja-Naé Ventures, Co-founder of the Massachusetts Artist Leaders Coalition, Founder of The Leaders and author of "How to Start Your Business with $100."

Content Strategy is a term that is popping up more and more often in the business world. Sometimes when I use the term, I get a blank stare back, so today I'd like to define the strategy and then share with you what I know about how it can help promote your cause, association, non-profit or member organization.

What is a Content Strategy?

Content Strategy is "the practice of planning for content creation, delivery and governance."

Another definition:  "Content strategy is an emerging field of practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management and governance."

I understand that this all sounds like jargon. It did to me too. Despite the fancy terminology, I know that content strategies can make a huge difference, since I've been there myself. Putting in place a plan for the creation and dissemination of high quality, useful content helped me, and I know it can help you too.  One of the very best things a content strategy can do is turn an idle blg into one that is practical and popular.

Now for the tough part: How do you put a Content Strategy in place?

This great article from UX Booth, "Complete Beginner's Guide to Content Strategy" really goes in depth, explaining the cycle of content management as the following:

  1. Analyze what content is needed and decide who would be interested in the content.
  2. Collect information on key themes and messages and decide on a plan fro creating the content.
  3. Publish the content, focusing on where on a website the content goes and who puts it there.
  4. Manage the content by taking a broad view of what worked and what didn't. This is also the stage where a comprehensive style guide, SEO and community policy should be put into place.

By putting a content strategy in place, you should see your content improve and your profile within the community become more and more positive.

One thing I've learned about content strategy is that it's a good idea to start small and test. Checking Google Analytics to see what  people are clicking on, and even when they are clicking, can help you develop your content moving forward. Test, test, test!

Content Strategy in action:

To gain an even better understanding of how content strategy works, check out this case study from Maloney on Marketing, which shows how a business event organizer introduced content management to his business.

Are you thinking of putting a content strategy in place? How do you envision it would benefit your organization? I would love to hear your story and the steps you're taking to build your presence. Feel free to comment below or tweet me at @TheSunQueen. I would love to hear from you!






Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Thursday, 13 January 2011 at 10:00 AM


  • Diana Chaban Griffith said:

    Thursday, 13 January 2011 at 7:31 AM

    After launching a new website, new blog, and other new online channels, we're finding ourselves scrambling to keep up with the various demands and deadlines. I'd planned to put it all together in one messaging calendar, but the "content strategy" approach is a welcome tweak to that idea.

    Thanks for the post - very useful!

  • Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

    Lori Halley [Engaging Apricot] said:

    Thursday, 13 January 2011 at 8:32 AM

    Diana: Glad the post was helpful. I'll pass along your comment to our Guest blogger, Ja-Nae Duane.

  • Chris Maloney said:

    Thursday, 13 January 2011 at 1:54 PM

    Great post! Glad you found the article on my site useful


    Chris Maloney

  • Ja-Naé said:

    Thursday, 13 January 2011 at 3:02 PM

    Diana: A content strategy will absolutely make your life easier and allow for all the moving parts to make sense.

    Chris: Thanks! :-)

  • Chris Gayner said:

    Friday, 14 January 2011 at 4:56 AM

    Nice post - glad you found the case study useful (I think I might have another one in a few months looking back over the past 6 months in my new role - stay tuned)

    Chris G

    p.S feel free to add me on LinkedIn:  http://uk.linkedin.com/in/chrisgayner

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