Feeling that your content strategy is sluggish and out of sorts? Here’s your beginning of the year check-up.
A good diagnosis begins with asking the right questions. Once all the facts about your current content strategy and planning are on the table you should analyse what you’ve got.
A good diagnosis begins with asking the right questions:
* When was the last time you reworked your content strategy?
* Has anything significant happened at your company or in your industry since then? In the world?
* Have your priorities changed?
* Has your audience changed? Are they using new devices? New platforms?
The list of questions can be long, and if you feel you can go on listing them, you should, and try to answer all of them as thoroughly as possible.
The point of all of this is perhaps obvious, but very many communications professionals don’t ask these questions before a content strategy re-jig. They simply assume that a change is needed, or that an agency should do the digging.
But no-one knows your company as well as you do. The internal diagnostic process is an absolutely key first step towards a new content strategy.
Once all the facts about your current content strategy and planning are on the table you should analyse what you’ve got:
* How do the numbers stack up? (web stats, social media users, sales-conversions etc.)
* Is your ambition being met by the current strategy?
* Are you investing your energy where it has the biggest impact?
* Should you consider culling a few social media channels? Adding others?
* Is your team the right one? Your agency?
* Is your message understood by those who needed to understand it?
* Are you really talking to the right audience? In the right way? Through the right channels?
* Are you wasting money? Or not spending enough?
* Do you have a enough executive buy-in to reach your goals?
The analysis should be ruthlessly honest and lead to a succinct statement of the current situation, as well as your future ambition.
At this stage it might make sense to contact an outside agency for a second opinion, but be ware: agencies are often negligent of the analysis work you have done. Only accept an agency offer if they are willing to take your analysis at face-value and treat you as the expert on your own organisation. A healthy disagreement about findings is only good and necessary, but don’t accept the
agency version as better than yours, straight-off. It should be a collaborative process, leading to a better understanding for all involved.
In corporate comms a content strategy treatment is often prescribed far too soon in the process. In most cases it should only come at the very end of a thorough round of diagnosis and analysis.
The new content strategy should only be rolled out after proper testing of your new assumptions and of audience appreciation. Don’t go all out with something you’re not sure about. You should feel confident that where you’ve got to is the right place and that you could defend the new approach in front of senior executives.
If the arguments you have don’t hold up, your content strategy won’t either.
Want to find out more about Social Content Strategy? Make sure you sign up to the DSMLF meeting on 20th January and join your peers for a lively debate on the matter.REGISTER NOW