What is Content Strategy?

‘Content strategy’ is probably a term that you’ve heard thrown around, but it’s a broad, sweeping concept that web developers, marketers and designers approach from a multitude of equally important angles. Content strategy is the intentional planning of content for a specific audience in order to achieve a specific goal (usually to attract and convert that audience into consistent followers, customers or both).

On a website, this includes everything from the hidden, back-end structure of the site to the words and graphics you see on the page. If you’re doing it right, then your content strategy puts thought and purpose into each and every one of these areas that impact your website’s success:

How content strategy works in three steps

To get the most out of your content strategy, take a three-step approach to developing, implementing and reporting back on its success:

Why content strategy makes websites stronger

For a website, the greatest value of content strategy is to create a series of informed decisions over time in order to improve the site’s standing in search engines and with its users. Intentional, goal-driven web development, marketing and UX/UI can help organizations expand their online presence, acquire new customers and see dramatic growth.

When it comes to creating a content strategy to begin with, the decisions to change, update and add content get their foundations from analytical data about the website. Many decisions are abstracted from this, however, involving attached significance to events, and sometimes hunches and opinions. This is where the data’s interpreter really matters.

woman stands with visual analytical data

Use keywords to make your content stand out

Unlike classic SEO, which focuses on page structure and the HTML side of legibility in order to deliver improved organic results in search engines, content strategy acknowledges that newer algorithm updates primarily favor page content for ranking keywords while structural standards need to be met.

You can calculate how well your pages are doing, in part, from perceived satisfaction metrics, like bounce rate, in top-ranking content. It’s not just a mathematically solid presentation, it turns out, but also whether the user thinks so, too. A solid content strategy should therefore include new and original content that feature a healthy spread of keywords and key phrases, as well as consistent housekeeping and improvements to existing content alongside the classic SEO standards.

While there’s a bit of legwork involved in doing this, doing it consistently has advantages that are well worth the effort:

Why make changes so gradually?

You’ll want to roll out big, strategic content changes to your website gradually. Here are two reasons why:

Step-by-step adjustment and modification is how this is done. It keeps your provider sane, and it allows for a story to unfold from what we started with, and where your goals are directing us. First this, then this, then this; without the ability to think about where we are going in a narrative, all we have are disparate, unrelated facts that are unnecessarily difficult to relate and talk about.

Narrative is key to keeping a strategy organized and understood, which is critical for all stakeholders and us to be on the same page.

Caroline Blaker's avatar
Caroline Blaker

Caroline C. Blaker is a 12-year ExpressionEngine veteran who has been “going it alone” for most of that time. She is now at the head of the business she founded, Aquarian Web Studio, which has…

Comments 0

Be the first to comment!