I’ve been hearing more and more talk about ‘content strategy’ recently. Unsure what it was, I went looking for answers.
What is Content Strategy?
Content strategy plans for the creation, publication, and governance of useful, usable content.
Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place.
Otherwise, content strategy isn’t strategy at all: it’s just a glorified production line for content nobody really needs or wants
I was hoping to discover an interesting new discipline, but I feel like I’ve just discovered a new way to describe copywriting.
More time passed, and I began to warm to content strategy.
Why? Because ‘copy’ is the most important but least respected part of the web. Web copy is often thrashed out at the last minute, after a hundred interaction designers, user experience designers, information architects, designers, developers and colour consultants have spent months refining their corner of the website – and that’s just plain stupid. Copy is neglected, but maybe it’s neglected because nobody has pushed a serious alternative – nobody has pushed a grown-up approach to producing copy.
Copy needs to be more than copy for it to be taken seriously. A copywriter needs to be more than just a rent-a-pen. There needs to be a method, a strategy, a process for producing amazing copy, and if content strategy can be all of that, then wonderful.
I look forward to learning more about content strategy.