3 Reasons Why You Need a Content Strategy

Topics: Content Strategy

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In the last few months, I’ve written several blog posts using the phrase “content strategy” regarding the educational material (live, published, archived, recorded, etc.) that your association collects and creates.  It’s my job as an Omnipress blogger to both define what the phrase “content strategy” means and to help you understand why you need to pay attention.

Later posts will get into more of the concepts of your content strategy, but today I wanted to talk about the “why.”

Marketing superstar Seth Godin talked in a recent blog about “The Forever Recession,” and his message applies to why you need a content strategy: The world has changed. You can’t continue to do the same things, even if you could do it cheaper, and expect good results.

Here’s a relevant excerpt:

Protectionism isn’t going to fix this [recession] problem. Neither is stimulus of old factories or yelling in frustration and anger. No, the only useful response is to view this as an opportunity. To poorly paraphrase Clay Shirky, every revolution destroys the last thing before it turns a profit on a new thing.

The networked revolution is creating huge profits, significant opportunities and a lot of change. What it’s not doing is providing millions of brain-dead, corner office, follow-the-manual middle class jobs. And it’s not going to.

Fast, smart and flexible are embraced by the network. Linchpin behavior. People and companies we can’t live without (because if I can live without you, I’m sure going to try if the alternative is to save money).

The takeaway here for your content strategy is that the old business model that was dependent on membership dues as the primary revenue source is dead and gone, like our economy before the recession. Today the opportunity that Seth discusses lies in your content – your content is your currency, if you will, in our challenging recession.

So back to the original question – why do you need a content strategy?

Here are 3 reasons why you need a content strategy:

  1. A content strategy will help you spend your organization’s currency to its best ability.
  2. When you create your content strategy, you can figure out what assets you have and how to distribute them, perhaps as free value-added benefits for members (think freemium) or as paid content.
  3. Your content strategy will also help you determine whether you offer your content individually (by document, file, book, etc.) or if you offer your content as a collection.

Whatever you decide to do with your educational content, you need a strategy to deal with it to survive in these changing times.

Will developing a content strategy be part of your next Strategic Planning Process?

Who will you turn to help with the process and understand the options?


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