Content Strategy provides a level of structure and guidance that suits most organizations much better than the alternative.
Some small businesses have turned into far bigger ones largely because of owners who were passionate about sharing their insights and experiences with others. Entrepreneurs who become social media phenomena or must-read bloggers in particular niches can generate enough exposure and interest that their companies grow dramatically because of it.
Those kinds of results, however, are not realistic or even worthwhile for most companies to contemplate. Instead, it will generally be far more productive for an established business to take a much more strategic approach to marketing. Rather than hoping for the kinds of explosively transformative outcomes that certain entrepreneurs have enjoyed in the past, most businesses will be far better served by developing a well grounded content strategy to guide them.
Strategic Thinking Pays Off Just as Much When It Comes to Content as Anywhere Else
It can seem as simply letting a company's most informed and interesting thought leaders run wild with content generation might be an approach worth pursuing. Given that this sometimes seems to work out very well for small companies led by ambitious entrepreneurs, it is understandable that other businesses would occasionally try to replicate those kinds of results.
In reality, businesses will virtually always be better off formulating strategies that account for their goals, markets, and needs and then working within those frameworks. Content Strategy provides a level of structure and guidance that suits most organizations much better than the alternative.
Strategy Helps Make the Most of Content
When pursuing content marketing in this way, it will be much more likely that a business's various efforts will combine to address all the most important issues. That will mean being sure that an initiative will not come up short with regard to factors like:
Coverage. A content creation program that is not informed by a set strategy can easily end up being too repetitive in certain areas and completely absent from others. A well developed strategy will ensure that content covers all the subjects most critical to achieving pre-established goals instead of leaving anything to chance.
Scheduling. When content arrives all at once or with huge gaps between pieces, audiences can understandably be disappointed. A detailed strategy will ensure that content can be scheduled for publication so as to maximize the impact and value of every piece.
Measurement. A lack of strategy will always make it more difficult to analyze just how well content is performing. That will also impact related activities like conversion rate optimization in ways that will never be desirable.
Putting a properly informed strategy in place before getting started will ensure that issues like these will always be accounted for. For the vast majority of companies today, that will be by far preferable to simply hoping for the best.