Evolution or Revolution? The Truth About Content Strategy

It has been a little over 20 years since Bill Gates declared “content is king,” but as we have discussed in my previous post, content is nothing without a plan. In fact, PR Daily reports that between 60% – 70% of content that a company creates goes unused. Let that sink in for a second. More than half of materials that are produced never make it through to be seen by an end user. As you can imagine, this is a huge drain of company time, money, and personnel. In order to make the best use of their resources, an increasing amount of businesses are turning towards experts to guide their strategy so that they may create better-informed decisions in the long run.

Content strategy as a whole is a fairly recent industry as the boom of its popularity occurred from around 2008 to 2014. The idea of creating a fleshed out strategy for all of your content was a shiny, new concept for companies to capitalize on. Job roles listed as “content strategists” began to appear, and from that time on, marketing and brand presence have never been the same. Because content strategy gained popularity and relevance so quickly, many industry professionals debate whether content strategy is a revolution or evolution. From what I have seen on blog posts and resources thus far, there doesn’t seem to be a concrete answer. Experts have been joining one camp or another and defending their stance.

Constructing Content Strategy

Content marketing is on the rise. In fact, nine out of ten companies are now foregoing the traditional sales pitches of yesteryear, and instead, are publishing content that will enhance their brands while simultaneously creating value for its viewers. This new way of attracting and interacting with customers and leads has caused more businesses to understand that content truly is key. But what exactly is “content” and what is the best way to leverage it from a corporate standpoint?

To describe it in a simplistic manner, content is material (usually residing online) that does not explicitly promote a specific product or brand, but instead promotes ideas, solutions, and entertainment to stimulate the audience’s interest in the company’s products or services. This content can take the form of employee-produced blog posts on the corporate website, videos, helpful infographics, an emailed newsletter, or social media posts. This content can be curated from other sources as well. In fact, 95% of marketers worldwide share curated content from other organizations to heighten their presence; with 79% of that curation occurring through social media channels alone. The possibilities are really endless here and the potential for success is extremely high – but you have to know how to play your cards right.