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Friday, February 5, 2010

Content Strategy and why you need it...now

Content Strategy is fast becoming the watchword for all things related to the words and pictures created by marketers. In a professional context it describes the roles, work products, knowledge, methodology, and perspectives of content strategists. Okay, that's the theory, but what does it all mean?

As more and more delivery methods become available, companies need to know which are appropriate delivery channels for their messaging. These messages could be communicated through print ads, the old fashioned 30 second spot, blog, facebook entry, tweet or many, many others. With the advent of the personal communication device in your pocket, just what does a company do to break through the clutter and get their message through to the consumer so that the consumer takes action.

At MacDuff we produce high quality content for companies. As our business grows we are increasingly being asked by our clients how to get the messages delivered effectively? What is the best format? How do you measure the results? Do we need multiple messages across different platforms? All great questions and just a sample of the number of questions that comprise the new discipline of Content Strategy. The content is critical, but so is the strategy that will allow this content to achieve its goals.

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