“All the world’s a stage, and all the men and women merely players.” - William Shakespeare
Everybody seems to think that content strategy is a fairly new thing that came about amidst the digital revolution. However, if you look at and analyse the elements behind a good content strategy, you’ll come to realise that we have been doing it since we knew how to tell stories.
Let’s have a look at the elements of a good content strategy:
- Content Editorial Guidelines
- Content Distribution Strategy
- Search Strategy
- Content Management
William Shakespeare can then be arguably said to be a content strategist.
His works were, much to the chagrin of many high schoolers reading them, written in the style of the day (Content Editorial Guidelines). His plays were formed with a practical sense of the medium with which it would be played out in the theatre (Content Distribution Strategy). Chronologically, from comedies to tragedies to romance, Shakespeare’s progressive change in plays is said to reflect the theatrical fashion of the day (Search Strategy) and his plays were intelligently written down to the smallest detail with which anybody would be able to pick it up and act it out with ease and accuracy (Content Management).
Clearly, the point here is that content strategy is the ‘how to’ of storytelling. It is the ‘why, what, when, where and how’ of serving content up in a customer’s brand experience.
Of course, to even embark on a content strategy, you actually have to have content (duh) and that very much hinges on the story you’re trying to tell.
Jumping ahead of the curve, we can then take a more creative/innovative approach to content and start thinking about ‘branded content’, which is finding and creating the sweet spot between what your brand is about and what your users are looking for. I will be covering more about branded content, how we can practically create it and some real-life examples in a later blog post.