Why Content Strategy?

 All throughout my professional life I have been captivated by how communication can be changed by the right or wrong choice of words. Words are important; content is important, and yet I don’t think it gets the credit — particularly in the design field — that it deserves. Personally, I try to communicate effectively in my writing and speaking. And when the Internet came along, I guess you could say this all became even more prevalent and important to achieve. Self-publishing became another way of achieving self-branding. 

Christina Halvorson, nationally known content strategist, and author of the book “Content Strategy” says about web copy, ”It’s not copy. It’s content.” And that means that the information should be thought thoroughly through with enough time to revise it before being published, and come from a base of organized data that is minimally scrubbed through a business strategy (plan), information architecture and an appropriate interface design (secondary to the content).

But this often does not happen in web development.  In fact, it is often done “bass—ackwards” from the above perspective. I suppose this is because web development is a visual endeavor, right? Maybe.  It could be as simple as the fact that the content portion of the effort is not as exciting as everything else.

Legendary Harvard marketing professor, Theodore Levitt, once said, “People don’t want to buy a quarter-inch drill. What they want is a quarter-inch hole.”

I say, “You don’t want a lot of content, you want content that matters.” Less is more. How much ROT (Redundant, Outdated, Trivial data) does your website have? Shouldn’t you care?  Don’t you want to get rid of it, or develop it correctly in a meaningful way? Wouldn’t better SEO* help your cause?

Henry Ford once said, “If you need a machine and you don’t buy it, you will ultimately find that you have paid for it and don’t have it.”

I say, “If you don’t attend to your content to ensure it meets your business plan, then you will pay for it through its inefficiency.”

Clayton Christensen, author of “The Innovator’s Dilemma,” said, “Questions are places in your mind where answers fit.  If you haven’t asked the question, then the answer has no where to go.” Ultimately, your client will be asking you those questions, and a good marketing program and content strategy always answers those questions before they are asked.

* search engine optimization or strategy-enriched omnipresence, hah, sorry.