A series of made up conversations which might be true.
This week’s corporate conversation is all about content strategy. Clearly, the outcome of a good content strategy means more goods and services are sold. However, a few weeks back I did an extremely unscientific survey and I started asking other marketers what is their Content Strategy. The answers are well, how do I put it? Disturbing ..
THE CORPORATE CONVERSATION: “Content Strategy”
Me: Can you do me a favor? Define our content strategy?
Marketer: I could but first, I’d like to ask you how your weekend was?
Me: Great, played some bad golf, went to a movie, chased my dog up and down the street, etc
Marketer: Yeah, I had a great weekend too. First on Friday night I had dinner with my 20 best friends.
Me: You have 20 best friends?
Marketer: Yes, yes I do. Let me tell you about them.
Me: Ah, love to hear about them someday, but ah, do you think we could circle back to the original question?
Marketer: Sure, but first I gotta tell you what happened to my fantasy football team this weekend.
So has this ever happened to you? You ask someone a question they clearly don’t want to answer. Before you know it, they suddenly turn into a politician and begin skirting the question. Developing a good content strategy is never easy and can turn the best corporate professionals into a politician.
While every company needs a content strategy, many employees find it hard to explain. I recommend creating a one page document which simply outlines what your company’s content marketing strategy is. No need for a 30 slide presentation…just a simple doc will get you and your team on the same page and will eradicate any politician like answers.