The year’s ending and it’s time to evaluate how the current content strategy held up against business goals and user needs. Did the team properly coordinate and execute design functions? Let’s think of content strategy as the body of a business, and those design functions as parts it can’t go without. If things are stuffy and congested, it’s time to get some fresh air.
How effective is fresh air? Well, fresh air:
- Is good for the digestive system
- Makes you happier
- Cleans your lungs
- Improves blood pressure and heart rate
- Strengthens the immune system
- Gives you more energy and a sharper mind
In this case, fresh air works as thoughts, ideas and tactics. Breathing fresh air into your content strategy can have the same effects. How does that work? The content strategy should bring everything together while maintaining a strong brand identity. Using tools to help analyze patterns and inconsistencies should provide insight into how best to maximize ROI.
Now it’s time to breathe fresh air into that body and get it working correctly.
Consider the working parts
One of the most important elements is the website. Consider it the digestive system. If it doesn’t work properly, everything else eventually shuts down. How often does someone look at the site’s content, load times and frequency? Next, it’s important to decide what can be renewed or improved. Combining the old content with new resources is key. This helps with linking and search engine rankings. The ultimate goal – the best user experience.
The content strategy should focus on frequent updates. The more content is updated with new publish dates, keywords, information and call to actions, the stronger the overall content structure, or immune system becomes. All the components of the strategy should be focused on getting results over time. It’s always best to look at what was done in the past to set a plan for moving forward. How can things improve if there’s no indication of where they’ve been? Bringing things full circle will infuse new energy and purpose into the plan.
Getting social
Where does social media fit into the content strategy? If every post is just text with no images or video, it won’t work. In fact, brands see a median engagement rate of 0.09% per Facebook post, and posts with links to more information are the most preferred type of content on social media. 58% prefer visual-first content, with graphics, images and produced video as their main preferences. That’s not all – 74% of consumers share video content from brands on social media.
It’s important to make consumers happy, right? Take these things into account when revisiting the content strategy. If the content isn’t making room to breathe properly, the business won’t either.
Ready to breathe again?
Creating the perfect strategy has a lot of moving parts, including using talented creatives to help get the job done. From start to finish, the team at WriterAccess will help your content breathe fresh air again.
Allaire W.‘s expertise spans a variety of industries that include business, academic, legal, literary, entertainment, social media and niche marketing content. She has written content on almost every subject you can imagine and relies on her ability to assess an idea and create strong content that works. Allaire loves editorial work and serves as a consultant for small and mid-sized businesses in the areas of content management and brand building. Allaire is an avid reader and writer with a passion for the written word. A published author, she sings for enjoyment with a metropolitan mass choir, loves to dance and teaches workshops on a variety of subjects while indulging her passion for all things fashion.
