{"id":758,"date":"2018-05-03T12:51:26","date_gmt":"2018-05-03T10:51:26","guid":{"rendered":"https:\/\/www.koniqa.com\/content-strategy-tra-innovazione-e-disciplina\/"},"modified":"2019-06-01T23:18:46","modified_gmt":"2019-06-01T21:18:46","slug":"content-strategy-tra-innovazione-e-disciplina","status":"publish","type":"post","link":"https:\/\/www.koniqa.com\/en\/content-strategy-tra-innovazione-e-disciplina\/","title":{"rendered":"CONTENT STRATEGY, HALF WAY BETWEEN DISCIPLINE AND INNOVATION"},"content":{"rendered":"

Unlike content marketing which attracts a lot of attention, particularly in the digital space, content strategy is relegated to the status of second-class citizen and is rarely defined in a comprehensive manner.<\/i><\/span><\/p>\n

If we look for a definition of content strategy<\/b> on the web we may find confusing descriptions such as \u2018content strategy is the planning and execution of a content marketing strategy\u2019 or more simply \u2018content strategy is a core pillar of content marketing\u2019. In other cases, content strategy is described as \u2018a method to decide how, where, when and why content is created and distributed on social media\u2019.<\/span><\/p>\n

We are off track:<\/b> content strategy is not limited to one channel in particular and it is not a branch of content marketing.<\/span><\/p>\n

Therefore, how can we define content strategy?<\/b><\/span><\/p>\n

Content strategy is a <\/i>transversal, systematic and repeatable process<\/i><\/b> that enables managing content throughout its lifecycle, from creation and review to publication, reuse, and even disposal<\/i>. <\/span><\/p>\n

Similarly to any other process, content strategy will go through its own stages, milestones and timelines, it will define its own roles and responsibilities, and it will provide its performance metrics.<\/span><\/p>\n

When I discuss content strategy with large corporations, the typical reaction from management is \u2018we carry out many content activities, we have our social pages, we work with SEO experts, we collaborate with our R&D department, \u2026\u2019. This is all good. It is important to understand, however, that all these activities may not be relevant from a content strategy perspective, especially if they are not integrated in a systematic and reusable process that allows managing content in a multi-mode, multi-channel environment<\/b>.<\/span><\/p>\n

Content strategy can quite effectively be described as a \u2018connect the dots\u2019 exercise.<\/span><\/p>\n

The dots to be connected are Brand, Business and Benefits<\/b>, forming a consistent line which will touch the Brand\u2019s mental territory, the Organisation\u2019s business objectives and the Benefits expectations of the Users. <\/span><\/p>\n

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Content strategy goes beyond specific content<\/span> activities, and looks at Content as a corporate asset<\/b>, a key strategic component and a true business driver.<\/span><\/p>\n

If we wanted to summarise content strategy with a single sentence<\/b><\/span><\/p>\n

we could say that content strategy is the process that leads an organisation<\/span> to identify and bridge the gap between the Brand and the User experience, using trust and credibility as a preferential means to an end. <\/i><\/span><\/p>\n

Everything is content\u2026True.<\/span><\/p>\n

Yet, for a content strategist, not all content is equally important. It is highly appropriate to refer to business-critical content, i.e. content which is:<\/span><\/p>\n