The Content of a Content Strategy
Learning content strategy for more than one year now. What I understood of it, in a nutshell of around 300 words:
Schematize The Content Strategy Process
Don’t just link up a few of social profiles to just cross-post uselessly. Research which social sites are adequate for your target markets.
The content strategy will serve the creation of relationships with one's would-be-customer. Some components of the scheme:
Build a list, and think how are you going to ease your prospects down to your calls to action.
Plural, because one has to plan the customer’s journey with as many well-thought CTAs as possible.
To give an example, if it’s going to be a journey of fourteen stages, then I’d put three CTAs.
First, one at content piece number seven, and another at content piece ten.
The last one, I’d keep it for the very last piece of content. The last call, content piece number fourteen, on the third month of the campaign.
Generate Valuable Content
The content one wants to employ in one’s CS must be content that one feels it’s okay to give away for free.
It gets tricky in that sense, because it must be free, but also valuable. This can be a site, videos, blog, application, blogged ebook, newsletter.
Anything that will accept one’s feeding it with content indefinitely. Ideally, it will be some evergreen and unlocked content.
I mean by unlocked content, content that isn’t tied to something that prevents it making sense if it’s shared by parts.
Use Scheme to Spread VC
This action, content distribution, requires writing additional micro-blog-sized content.
The content you generated in your main channel must be spread through all the social profiles and other channels. Through portal-linking or recipe webapps.
Use the opportunity of this step to create short content that attracts. One way would be to tout some of the take-aways of the content piece.
Note on the Example
The above section is a self-contained article of around 500 words that I chose to use as an example of the shortest blog post possible length.
Traditionally, the shortest content length that deserves to be called a blog post is 300 words. No tool that gauges articles will give points for articles that are below the 600 words mark. Moreover, some of the tools won’t give considerable points to a piece of content as long as it stays below the 1000 words mark. Also, 300 words are way too near the maximum words a micro-blog should be, and that’s maybe why search engines see content this short as thin content.
I don’t know a lot about how the software that analyzes content for quality works. One thing I suspect, though, is that they are structured to please search engines. Sadly, to please a search engine an article has to follow strict guidelines, with the number of words one of the most important.
I would put the bare-minimum at seven-hundred words because I feel that with less than that it is extremely hard to carry a point across. But that’s just me because I’m a writer. Other persons, with more developed skills in other departments, like design and photography would probably think that by smart use of other elements content of around three hundred words is enough.
If we take the search engines out of the picture, then I don’t see why, a page with written content that is around 300 words, that is approached at the research phase like any other article, and that doesn’t see itself as simply a copy, shouldn’t be honored with the name of blog post or article.
Image Credit: Transmedia Storyteller Ltf
© Martin Wensley 2019