INSIDE THE MIND OF ACONTENT STRATEGIST   10 Things All Clients Should Know
1. CONTENT ISN’T COPY (OR    VIDEO, OR IMAGES...)          It’s ideas.
2. USER INTERACTIONS AREN’T ABOUT YOUR       BUSINESS     They are your business.
3. YOU SHOULDN’T WANT TO        BE MY CLIENT   We should both be focused on your audience.
4. KNOWING YOURPRODUCTS AND SERVICES      ISN’T ENOUGHYou should know who you’re communicating with just as well.
5. YOUR COMPANY’S SILOS  ARE NOT THE AUDIENCE’S          PROBLEMThey expect all the relevant info, regardless of the organ...
6. TECHNOLOGY CAN’T FIX       BAD CONTENT Search optimization and content management tools do not fixfailing content. (They...
7. IT DOESN’T MATTER IFCONTENT WAS EXPENSIVE   OR HARD TO CREATE  If it’s redundant, outdated, or trivial--it has to go.
8. A TWEAK TODAY BEATS A  REDESIGN IN TWO YEARS If a few fixes will make a difference for your users, make themtoday. Don’t...
9. A NEW SOCIAL MEDIA   EFFORT IS LIKE GETTING A            PUPPYOnly take it on if you’re willing to give it the care and...
10. YOU ARE NEVER FINISHED       WITH CONTENTWhen you think you’ve done everything, it’s time to start optimizing!
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Content strategy secrets

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  • Content strategy secrets

    1. 1. INSIDE THE MIND OF ACONTENT STRATEGIST 10 Things All Clients Should Know
    2. 2. 1. CONTENT ISN’T COPY (OR VIDEO, OR IMAGES...) It’s ideas.
    3. 3. 2. USER INTERACTIONS AREN’T ABOUT YOUR BUSINESS They are your business.
    4. 4. 3. YOU SHOULDN’T WANT TO BE MY CLIENT We should both be focused on your audience.
    5. 5. 4. KNOWING YOURPRODUCTS AND SERVICES ISN’T ENOUGHYou should know who you’re communicating with just as well.
    6. 6. 5. YOUR COMPANY’S SILOS ARE NOT THE AUDIENCE’S PROBLEMThey expect all the relevant info, regardless of the organizational hoops you have to hop through to get it.
    7. 7. 6. TECHNOLOGY CAN’T FIX BAD CONTENT Search optimization and content management tools do not fixfailing content. (They can help you make better content, though.)
    8. 8. 7. IT DOESN’T MATTER IFCONTENT WAS EXPENSIVE OR HARD TO CREATE If it’s redundant, outdated, or trivial--it has to go.
    9. 9. 8. A TWEAK TODAY BEATS A REDESIGN IN TWO YEARS If a few fixes will make a difference for your users, make themtoday. Don’t leave all your changes for sweeping overhauls--they take too long.
    10. 10. 9. A NEW SOCIAL MEDIA EFFORT IS LIKE GETTING A PUPPYOnly take it on if you’re willing to give it the care and attention it needs to thrive.
    11. 11. 10. YOU ARE NEVER FINISHED WITH CONTENTWhen you think you’ve done everything, it’s time to start optimizing!

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