5 key pillars of an effective content strategy
So, you’re ready to finally start working on that content or social media strategy.
Good, that means you’re already in a better place than most other organisations out there.
But rather than leaping straight into the research, it can be a big help to work out the pillars by which you want to proceed - the non-negotiable principles that will guide your decision-making.
Remember, strategy is about what you say no to, so those decisions count.
By being clear about your key pillars you will find it much easier to make good decisions as they arise in the strategy development process. And ultimately, that will increase your chances of success.
Here are my 5 strategy pillars.
1. Evidence-based
A no-brainer, right? Yes, and also my first non-negotiable. All of our insights should reflect proven research, solid data analysis, and accepted best practice.
This is the single most important factor for determining whether our end strategy works or not. Without research or evidence we’re just guessing and hoping for the best.
Search out good insights, online and in books, and refer to them often. Whatever part of the strategy you’re working on, chances are someone has already studied it and found effective approaches.
Use them.
2. Aligned
The last thing you want to do is reinvent the wheel, or create a strategy that ignores or contradicts existing organisational or team guidance.
Your strategy should of course reflect the major business goals of the organisation, but it should also cross-reference other handy policies, and complement more minor guidance already in place.
So gather up the existing web copy, mission statement, values, style guide, internal comms strategy, chief executive’s blog, social media policy, annual report, whatever.
Read them, take note of the overarching messaging and direction, and make sure your strategy aligns with them.
3. Practicable
Another crucial principle, and one which will help ensure all your hard work and thinking don’t end up gathering dust on a shelf somewhere.
Your strategy must be able to be put into practice by the people who will be executing it, so it needs to:
Give clear guidance around what the tactical outputs look like, and how to produce them.
Require only as much effort and resource as the team can reasonably and regularly provide.
So ask yourself, will the organisation have the personnel, skills and resources to execute the strategy right now?
If not, adjust your approach. Remember, strategies are for today, not some day.
4. Engaging
Obviously your strategy has to produce engaging content. Otherwise what’s the point of it?
But it also needs to be engaging and easy to follow for the people who will be using it. Your team should want to refer to it, quote it, champion it, and refresh it.
If it’s boring, dense, or badly displayed, chances are it won’t get used.
Same goes for the outputs.
5. Scalable
Your strategy should mostly be about maximising your BAU or everyday work.
But good strategies can also flex or adjust in times of crisis or sudden opportunity. Things like global pandemics, or protests, or natural disasters.
In other words, you don’t want to be developing a new approach every time the shit hits the fan.
It’s also smart to acknowledge that your resources may not stay constant, so your strategy should be scalable to accommodate changes in team capacity.
Got any questions or comments? Email me at seamus@seamus.nz