So, What do You do Again?
Solving content strategy's identity crisis
What does "content strategy" even mean?
Depending on their function, everyone has a different opinion of what it is. Clients think it's a content calendar and a list of topics.
Content marketers think it's an amoeba that connects topics to revenue to building awareness to world peace.
Demand gen thinks it's a list of SEO keywords. CEOs think it's a writer writing words.
Sales thinks it's a hamster named Gerald who churns out social media posts and images from his wheel 24/7.
Content strategy definition reared its head when I caught up with Scott Stransky, insightful words utterer and Founder of Thrū Content, a few weeks back. "Every time I see Content Strategist as a job title, I think "What does this person even do?" he said.
It got me thinking: If we can't agree what content strategy is, how can we expect content to do anything for us?
Defining content strategy
I don't know if I'm in the minority here, but defining "content strategy" has always seemed trivial. Here's how I see it:
Content strategy = What + How + Where
The "What" is straightforward. It's the stuff we'll talk about. Our topics of discussion, content pillars, subtopics, etc. It's also the broad theme of our content.
For example, Coast talks about how SMB fleet managers can better manage their fleet.
The "How" is the most ignored but critical part of a strategy. "How" is the way we present information and the narrative we stick to in every piece of content.
Think of this as the strategic content narrative.
Numeric is a great example. Its "How" is, "AI is a tool to help you. Not replace you." Despite each piece of content addressing a different "What", this theme is always present.
Finally, we have the "Where".
"Where" tells us which channels we'll focus on, whether SEO, social, YouTube, etc. It helps us define channel strategies that deliver zero-click content.
KW research, LinkedIn posting times, Twitter algorithm specifics, and YouTube SEO all belong in the "Where" bit of the content strategy equation.
Before we get to the "Where" we must figure out the "How" and the "What." Don't do this, and "distribution" will look like a problem.
That wasn't so hard, was it?
Well, trust Scott to prick my self-satisfied bubble. Recalling our conversation, I remembered him talking about the risks of presenting something no one recognizes.
For example, if I design the best phone in the world that doesn't look anything like a phone, will I sell any? Car companies have dealt with this problem for ages now.
Let's play a game: Go ahead and list the most legendary sports cars to have debuted over the past 20 years. If you have no idea, guess which companies will likely be on the list.
You're probably thinking of Porsches, Ferraris, and some of the German das autos.
You're definitely not thinking of a Nissan or a Honda unless you're a car nut. Why would you?
Fancy sports cars don't look like Nissans and Hondas after all.
If we deliver a content strategy that no one recognizes is a "content strategy", how do we get buy-in, no matter how on-point our strategy is?
Having incepted this chaos in my head, Scott proceeded to voodoo my left wrist into submission and demanded Chinese food since he was flying to Dublin.
(I don't know, he's a Michigan grad. They're all weird.)
Presenting a content strategy
The more I've done it, the more I've realized that content strategy needs a ton of accoutrements to secure buy-in. We need to Trojan Horse it into our orgs for it to make sense to the people controlling budgets.
(Wait, that's a bad analogy given what the Greeks did. But you get the idea.)
It's sales 101 really. Present something unfamiliar in a familiar skin. The Lion King isn't about a cartoon lion getting over his father's death.
Ignore this and you'll sound like Zapp Brannigan explaining one of his battle strategies—even though you're a lot smarter.
Personally, I find a balance of education and the same old same old works best. Here's what that looks like practically:
Step 1 - Ask a ton of questions. Like these.
Step 2 - Deliver a strategic narrative. Set up and audit analytics if in GA.
Step 3 - Competitor content analysis presentation.
Step 4 - Content strategy presentation.
Step 4 has the "What" and the "Where". There's also a calendar to handle the "when" expectation clients have.
The biggest weakness in this framework is the first deliverable since it's the one people do not recognize and severely undervalue.
For example, a performance marketing-oriented CMO is unlikely to ever read or care about the narrative I deliver.
I don't have a solution for this which is why I throw the analytics check in there.
Still, I think this process hits the right balance between company expectations versus what they actually need.
It also prevents the usual buyer's remorse that happens when companies hire a consultant or agency.
Most agencies sit around for a month doing seemingly nothing, which makes life for the in-house champion difficult.
How can they justify burning cash without any tangible deliverables?
But, these steps take 2-3 weeks at most, with Step 1 taking the most time. The biggest topic of discussion is usually the "What" with everyone chipping in with ideas, and it can get disorganized pretty quickly if you're not careful.
(Prioritizing topics deserves its own article since so much of it ties to company goals and the audience members you're addressing.)
Getting to a better definition
Content marketing is one of the few functions where no one agrees about what people do yet plays an integral role. I mean, content goes into everything in marketing, yet we ignore what strategy is.
My definition and delivery of a strategy has some holes but works for a diverse set of stakeholder audiences.
The process works for a company with a CMO + content marketing manager and one with a DIY Founder.
I'll end with this: A good content strategy happens when you ask the right questions. If onboarding and asking questions aren't taking up the most time in your process, you're probably not designing an effective strategy.
See you in 2 weeks!