What is Content Strategy? Why Do You Need It?
How does the modern IRO reach their
audience of investors?
What is Content Strategy?
Wikipedia describes content strategy as
“…the practice of planning the content
creation, delivery, and governance. A
repeatable system that defines the entire
editorial content development
IR Smartt defines it as the mindset, culture
and approach to delivering your
customer's information needs in all the
places they are searching for it, across
each stage of the buying process. It’s a
strategic approach to looking at content
as an asset with quantifiable ROI.
What is a Content Strategist?
The content strategist defines not
only what to publish, but why it’s
being published in the first place.
They put the customer at the
center of everything they do with
content that is helpful and answers
They are the change agent
required to explain why content is
such a huge opportunity for
companies to evolve their
What is Content Marketing?
Content strategy is all about the why and how and
content marketing is what you actually deliver – the tools,
techniques, channels and content types.
Why Do I Need a Content Strategy?
The web, social, and mobile revolutions have changed
the world with seamless and constant flow of information
connecting all of us. We are all now the most popular
and trusted sources of news for each other.
Traditional marketing is not as effective as the amount of
content and messaging has increased exponentially. A
content strategy can save marketing and maybe your
In short, you content has to be awesome; it has to be
about your customer’s wants and needs.
How to be Successful with Content Marketing
It starts with culture. Focus your organization on helping your
customers rather than the belief that marketing equals promotion.
Define your measure of success. Look at how many “early-stage”
search terms and other lead sources are driving customers to your
website to see if you are answering their questions and earning their
business. Are they engaged with your content?
Create an inbound content destination that answers your
customers key questions and invites them to explore your solutions.
Get a mobile plan so that you can deliver content in a format your
Think like a publisher and follow these steps for great content.
Measure your success. Test. And optimize everything!
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