Content Ecosystem
Working in international companies on content for diverse B2B and B2C audiences, I broadened traditional approaches to strategy. Inspired by Brain Traffic’s content strategy quad, I consider other elements which contribute to a strong, cohesive content strategy.
Questions I ask to develop content include?
Who is the target audience, and what kind of content are they drawn to?
How will they find this content?
Does it have relevance, purpose, meaning, and utility?
Can the distribution of content be phased?
What are the key messages for a content framework?
Which formats and treatments work best for the audience?
Where do all the different pieces sit in the user journey?
How do these pieces complement each other and when will they be released?
Does the idea meet the brand/client’s values and objectives?
When and how will performance and success be measured?
What is the journey beyond a website? (how does social, events, webinars and podcasts fit in?)