Why content strategy is here to stay

Posted on 17 Jan 2011 by in Blog, Content creation

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