Why does content need a strategy?

Liz Inskip, Adwoa Baah|7th March 2016

In our previous article, we talked about how to mature your organisation’s approach to content strategy. We covered off three key things you can do to move your company forward in 2016. However, not all organisations are in a position to look at maturity – for some, there’s still a pressing question that needs answering: Why does content need a strategy?

In this article, Content Marketing Manager Liz Inskip and guest blogger Adwoa Baah explain how having a documented strategy for content creation, distribution, management, and governance will empower your brand teams and create organisational efficiencies.

 

A documented strategy empowers the creation of purposeful, focused content

A documented strategy for content creation ensures that all content serves a strategic purpose, and is in line with business objectives, as well as customer needs. When content is brought into the strategic process at the beginning, it can shape thinking and drive the overall brand strategy.

For example, some of our clients have the problem of having too much content and no content owners. There isn’t a documented strategy in place for content creation, so new content is constantly being created to meet brand teams’ needs. This tends to mean that there is a proliferation of content, but no strategic guidance around how that content should be created or understanding of how each piece of content will meet business objectives and customer needs. In these cases, a documented strategy has empowered the brand teams to create less content, but the content that was created was purposeful and served a strategic purpose.

 

Download the full article in PDF by clicking the button below.

Q&A with Dr Timothy Vollmer, leading MS Neurologist

Blue Latitude Health|11th December 2018

Blue Latitude Health sits down with key opinion leader and specialist neurologist Dr Timothy Vollmer to better understand the paradigm shift in MS treatment. He explains the challenges neurologists face when making treatment decisions, and why patients need to be treated with more efficacious drugs earlier on.

read more

Report: Achieving launch excellence in the challenging healthcare markets of today

Blue Latitude Health|10th December 2018

Our in-depth report is based on original data and expert interviews, which coupled with our own experience, ensures we give you the best recommendations for achieving launch success in challenging markets.

read more

Living my best life with multiple sclerosis

Guest Blogger|3rd December 2018

Multi-award-winning advocate and patient engagement champion Trishna Bharadia gives a valuable insight into life with multiple sclerosis. She explains how treatment has changed, how our healthcare systems and pharma can unite to improve quality of life for MS patients today, and why her diagnosis isn’t stopping her achieving her goals.

read more