16th Aug 2017
Head of Strategy, Richard Willner, presented at the 11th Cambridge Digital Marketing Conference at Duxford – below is a summary of his talk and a link to the presentation.
As a flag-bearer for strategy and the importance of creating your overarching plan before delving into the tactical execution, I was delighted when Further was invited present on the importance of building a content strategy.
My presentation centred on the question ‘What does a content strategy mean to you?’ This is a crucial point – it is vital to understand what you want from your content in order for you to decide how to produce it.
Search for ‘definition of a content strategy’ and you’ll find a variety of answers: some mention tactical implementation, some clearly state that content strategy is not about tactical implementation; some mention audience, others not.
So, the first step is to understand what you’re aiming to achieve with your content. For example:
These are two very different approaches to content strategy – but they would both be right for their business.
If that’s still confusing and not practical, where do you start? How about answering these key questions:
For more practical takeaways and advice, click here for the full presentation.