By now, you should be convinced as to why a content strategy will help your web operations. But that doesn’t mean it isn’t scary: making big changes always is. This Halloween, let’s take a look at the 3 spookiest things that can happen to a content strategist. Don’t worry: these demons and ghouls can be defeated, and we’ll tell you how.
1. Everyone Else Has A Better Costume
Think back to when you were a kid. “Diabetic coma” hasn’t entered your vocabulary yet, and all you can think about is candy, candy, candy. So you cut a hole in a white sheet, throw it on, and head out the door. Before you know it, all the other kids start laughing at you. They all have their cool superhero costumes, and you’re the only one with a cheap white sheet.
You could go home and cry or go back inside, ask your mom to help you cut the sheet into a better shape, and then find a few props.
It’s the same with content strategy. You won’t have it exactly right when you first get started, and you have to be willing to spend time and make tweaks as you go along. Does this image send the right message to your audience? Is this the right action word to use here? What are my customers looking for when they come to this page? Through experience, you’ll find out what works for your company.
2. The Haunted House
When you went trick-or-treating as a child, there were rows and rows of houses with candy, but eventually you’d end up at that big, scary house on the corner – the one that’s filled with skeletons and eyeball soup. When you go in, you’re scared out of your mind because you don’t know what’s lurking around the corner.
But the next year you go trick-or-treating, the haunted house becomes a little less terrifying. Then it becomes even less terrifying the year after that, and the year after that, until it stops being terrifying at all.
You can’t predict all the bumps in the road when you roll out your content strategy. Some ideas that seemed sensible on the drawing board may have unintended effects when made public. But you learn to deal with them, and the more often you deal with them, the more confident you will become. You can’t be afraid to take risks.
3. You Don’t End Up With As Much Candy As Everyone Else
On a night filled with goblins and monsters, the worst thing that can happen is going home with a candy bag that’s half empty, especially when everyone else’s pumpkins are overflowing.
There are a couple of reasons this might have happened: you didn’t hit enough houses, or you were intimidated by the high school kids and went home early.
Perhaps you’ve written some excellent content that’s perfectly targeted to your niche, but no one’s reading it or sharing it. Take a closer look: are you spending too much time on the creation and not on the marketing of your content? Is your content easily accessible to your niche?
What happens, then, if your content isn’t meeting targets, and other stakeholders want to pull the plug on your program? Just like with the big kids, you have to learn to defend yourself. As long as you’ve done your homework, you’re the one with authority. So use it. Be persuasive and stand up for your strategy.