4 Ways to Make Online Content Strategy Cool Again

Content strategy is a key opportunity for differentiation. Content creation can be overwhelming and time-consuming without the right guidance. It involves many multi-faceted and collaborative steps, like making up an editorial calendar so you know what to write about and when, identifying the best publication mediums to gain fast external exposure, and so on.

Developing a content strategy includes making big decisions about things that feel abstract, vague, or intangible. It’s therefore a process that involves deep teamwork, continual analysis, and critical thought. At times, it can require dusting off your crystal ball.

Designing and executing content strategy is also an exciting, invigorating, and joyous process.

You’re creating something from nothing. And you’re packaging up ideas for a broader audience to consume and act on.

This work involves detailed planning and sharp attention to detail. It involves making collective decisions, stepping back to consider who you are as a company and where you’re headed next, and how you can transform a greater industry—or at least initiate a series of dents—over time. Below is a four-step content blueprint to help navigate the process.

Step 1: Define your voice and build excitement internally.

The first step to creating well-written, engaging, and impactful content is figuring out what your primary viewpoints are as a company. A series of brainstorming sessions will define future content strategy efforts.

Try discussing with your teams:

  • How can we define our industry impact?
  • Who’s best positioned to develop a viewpoint?
  • What kind of content do you, as employees, engage with?
  • How can we incorporate greater feedback?

Step 2: Identify how to engage with prospective clients and customers​.

Consider the best way to present and distribute the information you’ll be creating. Is it on TikTok (now a viable business strategy platform), an online publication on your website, a video to showcase in an external newsletter, or a podcast? Or a combination? Or something else?

Try discussing with your team:

  • How can we create something that intrigues people to learn more?
  • What resources will we need?
  • What does a realistic budget look like?
  • Where can we cut corners to maximize productivity so we’re not wasting efforts on things that don’t maximize output or impact?
  • What is high-value for us to get involved with, versus more nice-to-have?

Step 3: If a blog is your preferred go-to, consider shaking up established processes.

Many companies will upload their content to an internal blog that doesn’t get much traction. If doing so is the best option for you at the time, focus not just on writing, but on what happens afterward. For example, to what extent you can share it post-publication?

Once you do post something online, you’ve just begun. Focus on getting the word out. For example, consider having those who are featured in the video write personalized notes to potential clients.

How many times, for instance, have you come across a company’s YouTube page to find videos that have been up for several years but have maybe 30 views each? Your content must be developed all the way through—from idea to execution to distribution. So, get creative with how you share your published work.

Try discussing with your team:

  • How can organic connections invite engagement?
  • How can we get our blog shared elsewhere?
  • How can we get our blog repurposed elsewhere?
  • Does “blog” also mean infographics, charts, or videos?
  • Who from our teams has a big social media presence we can learn from?

Step 4. When the opportunity arises, unapologetically squeeze your content dry

Great content isn’t about re-inventing the wheel. It’s about figuring out how to re-purpose one piece of content in multiple ways.

Barbara Corcoran’s LinkedIn account is a great example. Oftentimes, she will re-post older content featuring her industry insights, catchy quotes, and views on everything from finance to leadership. Take her cue and re-publish away—where it makes sense to do so—instead of posting something once and then moving on to the next piece of social media promotion.

For example, say you hop on Zoom to interview someone about their industry perspectives. You now have an unedited, 30-minute recording. Can you pull a few 15-second snippets to turn into audiograms (videos with captions that play in sync with the audio) for social media? Can you pull some smart standalone quotes about this person’s latest industry predictions to turn into quote cards for the person’s bio page or the company’s social media? Can you turn the stats the person mentioned on the call into an infographic or the hook of a whitepaper?

Keep your ears perked for potential when speaking with people for creative ways to turn ideas into impact.

Try discussing with your team:

  • How can our story be best told?
  • How can an interview be best digested by audiences?
  • How can an interview be turned into snippets?
  • How can our older content be repurposed?​

Final Thoughts

The above is merely a start. But it’s a start that can lead you down a path to impact, with content creation the springboard for change.

Enjoy the process and have an open-minded approach. Collaboration and communication represent the fuel of great content strategy.

Now, it’s up to you and your teams to light the first spark.

By Jacqueline DiChiara, Content Strategist


Photo by asim alnamat on Pexels.