Content Strategy and Content Development

What Do You Have to Say for Yourself?

Whether B2C or B2B, our  philosophy is fairly simple—compelling, well-written, and focused strategic content can and should be repurposed, refocused, and regenerated across mediums for consistent brand messaging.  From taglines, to by lines, to front page articles, the message of who you are and your brand essence should remain the same.

While fundamentally different, your content strategy will have some overlapping with a domain that is referred to as information architecture. Content strategy doesn’t necessarily have a strict focus on the exact mediums and channels through which content, information, and messages will be conveyed. Your content strategy gets down to the process of identifying ‘what’ you plan to communicate about your business. It blends the strategic and tactical realms—allowing you to figure out what you plan to say and having an idea of how that content might be presented across certain channels.

“Content Strategy is to copywriting as information architecture is to web design.” Rachel Lovinger

Source: From Overlappings  & Underpinnings, Content Strategy and Information Architecture by Associate Director, Content Strategy at Campbell Ewald

You can’t have good marketing or marcomm, without content that actually matters to your audience. And to mention as a point, content strategy is not just focusing on words—its focusing on a range of different types of content. An organization can communicate and convey any number of potent messages by leveraging a host of different content types.

Here are a few common content types:

  • Videos
  • Infographics
  • Widgets
  • Images
  • Graphics
  • White Papers
  • Case Studies
  • Ebooks
  • Testimonials
  • Webinars
  • Articles
  • Newsletters
  • Press Releases
  • Email Forms
  • Forums
  • Social Networks
  • Podcats
  • Contests
  • Screencasts
  • Products
  • Landing Pages
  • Advertisements
  • Apps


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