More often than not, people think that content strategy and content planning are one and the same. While they share similarities, ultimately, they are very different. The common denominator here is content. And while strategy and planning are crucial, if companies lack remarkable content, then the efforts are in vain. Read on to see the key components of each and why agencies implement them.
Easily put, content strategy is the how and why content is used to achieve marketing and business goals. This is where the brainstorming for compelling content comes in. Also, this part of the process considers audience engagement and action through content. Think of the power of content. So, here are some reasons why you need a marketing agency to establish a content strategy for your brand and its benefits.
As a creative marketing agency, we know that the strategy process is crucial. Strategy leads to planning, which then leads to execution – the fun part. Effective content strategy uses the business goals to guide the marketing goals. Then, the marketing goals guide the content goals. It’s a chain that should end in the achievement of marketing goals. Also, it is almost needless to say that content strategy should always keep the audience in mind while including the following:
It’s important to measure success when agencies are creating content strategies. For example, what do you consider successful when it comes to the results of content strategy? Defining and measuring success will contribute to the content strategy process.
Who Does What?
Both content strategy and content planning need to take into consideration the roles of those participating in the project. However, this does not necessarily refer to who writes the article or who schedules what. Assigning roles highlights who will be responsible for giving input on the big decisions and who assigns roles. Also, this step considers the decision of outsourcing or working in-house.
Here, agencies decide what should be done and when. Basically, determining how the content can produce results. However, even the most well-crafted content strategy amounts to nothing without a clear and transparent plan for setting it into action. Content planning is where you or your marketing agency create topics to address your themes. Furthermore, choosing specific content types and tactics to address your goals and audience’s preferences happens during content planning.
Here are some key elements of effective content planning:
- document process and content workflow – keeping track of the process while everyone is on the same page
- content calendar – for a visible schedule
- promotion and distribution – identifying the best channels to reach people
- transparency and communication (!) – keeping all team members apprised
- measurement and optimization – tracking progress and staying on strategy
The importance of content planning is that it helps alleviate strategic issues that a lot of organizations face, such as:
- keeping content powerful and unique
- maintaining engagement
- measuring effectiveness
- creating and following a schedule
energyhill Strategizes and Plans
At energyhill, we follow rigorous processes of content strategy and content planning to create content for brands. If you are looking for ways to improve your content strategy and planning for your business, contact us today.