Content strategy is a broad concept, by design. The content strategy for a small business in Portland or Hillsboro, Oregon, will differ from Whirlpool‘s content strategy, for example. Of course, both content strategies may share similar elements, like social media outreach and special promotions. Research and A/B testing would likely play a role for each company, too. But the audience and messaging will be different – even if the small business manufactures appliances.
There is also a difference between content strategies within a company. To illustrate that idea a little better, read this exceptional blog post by my friend and fellow freelance writer, Emily Suess. Emily discusses the differences in business-to-business (B2B) and business-to-consumer (B2C) content. Emily notes that B2B content is less emotional than B2C copy, which often makes an appeal to prospective (or loyal) customers. The primary question at the heart of these strategies is: whose money is being spent?
I also keep the following in mind when I help my clients develop a content strategy:
1. What inspires your customers?
2. What inspires you?
3. What inspires your employees? (if B2B is part of the strategy)
Inspiration is another vague word, but all great content strategies begin with inspiration. Take a look at any successful content strategy of the last 10 years, from Kraft to Whole Foods Market. Inspiration played a big part, even if the content ended up being logical and less emotional.
If you need assistance with your content strategy from someone outside your company, feel free to get in touch with me.