{"id":3754,"date":"2016-03-02T21:24:38","date_gmt":"2016-03-02T21:24:38","guid":{"rendered":"http:\/\/cohnmarketistg.wpengine.com\/?post_type=perspectives&p=329"},"modified":"2024-09-22T15:25:17","modified_gmt":"2024-09-22T21:25:17","slug":"time-to-be-friends-content-strategy","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/time-to-be-friends-content-strategy\/","title":{"rendered":"It’s Time to Be Friends With Your Content Strategy"},"content":{"rendered":"

\u201c15 Ways Content is Going to Change in 2016\u201d<\/strong><\/p>\n

\u201c6 Ways You Can Improve Your Content Strategy\u201d<\/strong><\/p>\n

\u201c7 Ways to Tell if You\u2019ve Read Too Many Content Listicles\u201d<\/strong><\/p>\n

You\u2019ve read them all, and honestly, so have I. I\u2019ll be the first to admit that content marketing<\/a> is a tricky beast to tame and as marketers, it\u2019s difficult not to fall into the clickbait-y trap of an article that promises to tell us exactly what to do to save our company\u2019s content strategy.<\/p>\n

Well, I\u2019m here to tell you that you don\u2019t need any salvation. Instead, ask yourself and your team this one simple question: Does the piece serve its purpose? What is the point of the piece? I\u2019m sure at some point or another, you\u2019ve been told that your company needs to start a blog<\/a>. Think about why anyone starts a blog or publishes an article online. To build readership? To go viral? To provide helpful insights to readers who have similar interests? If you aren\u2019t entirely sure what that might mean for your brand<\/a> (i.e., what your message is, who your audience is<\/a>, or how the message will be packaged), you might need to take a step back and look at the bigger picture before you go on a posting spree.<\/p>\n

With that said, it\u2019s tempting to crank out a quick blog post for the sake of having something to post for the week, but that might do more harm than good. Posting for the sake of posting opens the door to potential reader confusion regarding your brand\u2019s message and no one wants that. By figuring out the purpose of your blog or article series, you can begin to brainstorm how your posts can work to serve that greater purpose.<\/p>\n

So how do we ensure that our content pieces fit into this greater strategy? It\u2019s useful to think about your strategy in phases:<\/p>\n