"Do you have a content strategy?"
This question comes in up in so many of our calls with potential clients... and it gets all manner of responses! But why is a content strategy so important?
Simply put, a content strategy is the link between creating great content and creating the right content for your site. Without a content strategy, you have no way of ensuring that you are creating the right content, aimed at the right audience, at the right time. And if your content isn't aimed at the right audience or isn't out at the right time, it will never help your site grow.
If you don't have a content strategy in place you also risk wasting time on content that doesn't really benefit your brand, or help you reach your goals. An example of this could be if your site sells shoes - you may invest in lots of great content around shoe care which could drive traffic to your site but not actually increase sales or deliver on your other goals. A clearly defined, well thought out content strategy can significantly reduce these risks.
So how do you create a great content strategy?
There is no one-size-fits-all approach, but check out our next post where we share some great tips on how to create a content strategy.