When posed with the question of what exactly is content strategy is, I would respond by replying that it’s what we post, and why we post it on social media. If we are creating something of our own, it’s also what goal you hope to achieve by creating this post. For example, if I wanted to communicate to my readers that I am someone who enjoys the Netflix original series Stranger Things, I could tweet about how I am dying for the second season to come out in 2017 by saying, “When you finish Stranger Things and have to wait till next year for season 2” and including a gif of someone rolling their eyes in disgust for having to wait that long. This tweet, therefore, communicates that I have watched the show, communicates that I cannot wait for it to return, and using Twitter, instead of Facebook, to express these feelings allows me to reach a more millennial audience who would understand my frustrations.
However, individuals personal content strategy is a similar, but different, approach than the approach that businesses need to use to promote their ideas and to attract audiences. The four main points for using a content strategy are the audience, competition, media, and trends. Your business needs to be aware of what your audience needs from you and how your content can help them personally. Any good business needs to be aware of their competition so you can keep your audience base and not let your competition get the upper hand. Media is another key point in having a content strategy because as a business you need to be constantly engaging with your audience and others through different outlets of media such as social media, or possibly television. Trends are how companies can stay afloat. By knowing what is “in” or “hip” at the current time, you can figure out the correct ways to incorporate the latest trends into your content to appeal more to your audience. However, keeping up with trends is definitely something I believe businesses need to improve on because as a teenager, I have more knowledge of when something is not trendy anymore versus a company who may still be using Harambe memes, even though they are no longer funny to the general public.
Content strategizing can be difficult for businesses because it requires a large team to uncover all of this data in order for their business to stay hip, connected to their audience, and connected online as well as off by providing content that can help their audience. However, even though all of this strategizing is hard, that doesn’t mean that companies shouldn’t put just as much effort into this research as they do into their regular everyday advertising. Finally, companies need to find better ways to improve their strategy by having clear ideas of what they’re going to be tracking, more meetings to see how each part of the company are proceeding and to see how to move forward, documenting what exactly your strategy is, and avoid R.O.T. at all costs. “R.O.T.” stands for redundant, outdated, and trivial information. Audiences won’t be engaged in information that isn’t up to date, saying the same thing over again, or something they could have figured out on their own.
Although many businesses claim to have business strategies, you often see businesses losing audience because they didn’t fully develop their strategy and ended up wasting time and money. Keep up your analytics and keep up with your audience!