Content strategy today is all about the end result and less about the content. Everyone has their own idea of what will be the most effective way to reach the target audience. Whether it’s spending money on strategy and research or a new visual design or a new technical platform, different departments have different priorities when it comes to content strategy. But all the strategy that everyone prioritizes rarely has to do with the content itself. Rather, all the time and effort have been put in the online vehicles for the content.
Content is often overlooked and put off to the last minute. Many web projects are often delayed because people under estimate the time it actually takes to plan and write content. And when you’re in a rush to meet a deadline, the content produced is probably sub par. And ultimately that defeats the purpose of all the planning and designing of online vehicles for content.
Content needs to be higher on the priority list. Content should be planned and written before investing time and money into researching and designing. So naturally, a good practice would be to change the priorities around. Figure out what content you really need, how the content will be structured, how users will find the content, and how to get the content launched. These would be good first steps to “The New Road to Content”. Spending a little extra time and effort into planning and creating content will effectively produce better results as you will have quality content instead of rushing at the last minute to create mediocre content.