Uncategorized Melvin Yuan on 04 Dec 2007 12:06 am
Developing an effective content strategy
Following my previous post, here’s the million-dollar question: How exactly do you craft an effective content strategy?
I don’t offer any answers here, but I assure you – any consultant/agency that:
- Develops a methodology – a logical sequence (and think set-plays) – for creating content strategies
- Understands the market and the nuances of the customers (where they hang out online and offline; what and how they read/watch/listen; etc.)
- Develops a list of all the types of content that will be effective
- Understands the subject (client/company/product…) thoroughly, and its many spheres of knowledge and influence
…will win this game.
on 06 Dec 2007 at 7:31 am 1.walter said …
I think its important to have a rhythm – what cyclists would call cadence – when developing and rolling out content. Sustainability is one of the key issue that one face in generating 2.0 content. My own strategy, at least for yesterday.sg, is to crowdsource as far as possible. Many hands make light work.
on 06 Dec 2007 at 9:11 am 2.Melvin Yuan said …
Thanks Walter. Good point. There are other considerations apart from merely the content in itself.
Rhythm, regularity and frequency are important aspects of content strategy too. And that comes from understanding your audience/customers. A Robert-Scoble-type intensity in delivering content may prove to be an overload to some (think busy CEO-types); and on the flip-side, infrequent output may not satisfy the content-hungry set.