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Is regularly updating your company blog
enough? Or is there more to content than that? Today's business
owners do everything in their power to ensure that their company
blog, Facebook, Twitter and Google+ accounts are always updated with
latest and most relevant content. Do they allot a budget for keeping
the content interesting enough? Do they hire a content strategist? If
no, why not?
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| Role of a content strategist |
Who or what is a content strategist?
There is no certain definition or job description of a content
strategist. But a rough description could be – a professional who
ensures that his company's web content needs are identified and met.
Content is probably the most important
part of a website. It does all the work that a sales representative
and marketing executive would do for your company. The way to find
out whether your content is fulfilling all these purposes
successfully is to conduct some tests using web analytics tools. Your
content strategist audits all the content that has been developed and
gives you a report of how it is performing and what should be done to
improve its performance.
After auditing, comes the planning.
Based on the report, your strategist tells you:
- How the new content should be like
- Who can create the most effective content
- What is the best time to publish it
- Other than text, what forms to use – images, videos or presentations
Everything from your 'about us' page to
metadata to your YouTube videos may need to go through a change. Your
strategist also tells you about newsletters that you need to send to
your potential+existing customers, providing information on things
that will really help them.
Now, it's your content writer's turn to
churn out helpful write-ups.
