Often content plan and content strategy are seen as synonymous. However, that isn’t correct. A content plan has a content strategy.
A strategy is the how, when, and why of the content plan; the tone of voice, how much content for products versus services, is location important etc?
Which service is the most profitable, what is the company best at etc? How does our new content serve the aims of the business?
One prominent business objective might be to gain more customers from Google via the website.
So part of the overall content strategy could include monitoring and organising content so that it correlates with the difficulty and attractiveness (to the business) of a #1 spot for a keyword in Google. Without a strategy, the content can just become targetless and hence ineffective.
Position your product/service
Every company has business requirements that need to be met to trade successfully, gain revenue and grow. A content strategy helps align your content planning with these requirements and longer-term business goals.
Tailor the message for your audience.
It is different from a content plan which is more the actual work of creating and implementing content. See what to write.
Identifying, defining or refining problems that could be helped through a content solution
- New customers do not understand your process or USPs. Can the existing content be reworked and then further optimised? More.
- Customers are calling too often; a better FAQ/help section could help this
- Sales are falling. Can an improvement be made in Google ranking for a product?
- A simple example is adding reviews to increase trust/conversions
- Can content for the website be then re-marketed on social media?
- What challenges are we trying to solve?
Page Updated: March 21, 2022
Benedict is well known in both the UK SEO industry and in the UK domain industry (member of Nominet etc.) He advises companies that range from household names to SMEs. His expertise is within Site Architecture and organic search. He is a graduate of Bristol University and he has a number of Marketing, Design and coding qualifications