IWMW 2014 – Content strategy

If you’re heading to Newcastle later this week for IWMW 2014 then do grab me and say hello.

I’ll be up there with David Cornforth running a workshop on content strategy. We’ll be looking at practical tools and steps to help you get (and keep) your content focused on the user’s (and organisation’s) needs.

We’ll also be exploring strategies (both from our experience, and that of the audience) to tackle the pitfalls and barriers that you might face.

If you’re not booked on our workshop but have an unnatural interest in content, then we’ll also be having an mini content meet-up on Thursday evening*.

See you there.

*The Hancock Pub after the drinks reception

By Richard West

Digital content and user experience manager in Jisc's group web team.


2 replies on “IWMW 2014 – Content strategy”

Content strategy is a higher-level business activity than content marketing. Content strategy is the roadmap that guides your content marketing. It’s the decision making that underlies whom your content will impact, how your content will cut through all the noise, and the desired outcomes. In addition, it involves defining content success.

On the other hand, content marketing is the process of organizing, scheduling, creating, publishing, and promoting content pieces. Content marketing is the tactics that follow from the content strategy.
Gabriel & Associates

Figuring out how you’ll create and publish all your content can be a daunting task.

Before you execute, it’s important to establish:

Who’s creating what.
Where it’s being published.
When it’s going live.
In a small team, this may be easy enough as you may be the sole decision-maker. As your company grows, you may need to collaborate with several content teams to figure out an effective process.

Today’s content strategies prevent clutter by managing content from a topic standpoint — as explained in the video above. When planning a content editorial calendar around topics, you can easily visualize your company’s message and assert yourself as an authority in your market over time.

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