Why content strategy is here to stay

Posted on 17 Jan 2011 by in Blog

Here at lorry HQ we’re still heady from the content strategy event we co-sponsored last week with eBay. This was a lively, insightful, learning-packed two days, with the likes of MSN, Mozilla, Jamie Oliver (the brand, not the man) Ogilvy and PayPal – not to mention content strategy big hitters like Kristina Halvorson and Rahel Baillie – all sharing advice, adventures and anticipations of what’s to come with a very appreciative roomful of participants. It was a buzzy two days, with many an honest, earnest discussion of how to make a content strategy work across a business – and why this is challenging, yet essential.

Content strategy is very much a growing discipline. Actually, having a strategy in place for various and varied content produced by organisations is as old as magazine publishing. But the ease and speed of online communications has led to a ‘relaxing’ of the discipline of making sure information is always timely, appropriate and accurate. This is especially noticeable online, when websites can become a bit of a dumping ground for all sorts of information – marketing, product, operational, legal – without the tone and message being consistent or the content even staying up to date, particularly in the ‘depths’ of a site.

Enter the content strategist, who does their dead-level best to plan for and manage the rationalisation, creation and maintenance of company communications – often offline as well as on. The organisational skills and emotional intelligence necessary to make this work across a business mean it’s a highly skilled, often challenging role.

But as last week’s conference made abundantly clear, it’s no longer just a nice-to-have if you want your communications to deliver a consistent, convincing brand experience. If this is the first you’ve really thought about having a strategy behind your company communications, I’d bet it won’t be the last.

Want to know more? See 60 of the best tweets from the conference