No, this isn’t a bizarre riddle with some witty answer – it’s a serious question. But unfortunately, there is no finite answer. Instead, there is just one answer that is completely wrong.
And that answer is: one. It will never take just one person to build an effective, executable content strategy.
A content strategy for any business – from a small business to a large corporation – is more than just a set of strategies aimed at reaching one end goal. A well-composed and effective content strategy consists of clearly thought out and carefully designed sections that require a great deal of research, planning, and strategic thinking.
A full content strategy will most likely include the following foundational components:
Real state analysis
Ideal state analysis
Objectives, strategies, tactics
Metrics and KPIs
Action plan and timeline
Budget and resource allocation
Each section requires input from those who are charged with the responsibility of carrying out that function. For instance, the real state analysis should include specific numbers such as unique views to specific pages within a website and percent increase (or decrease) over time. Without this factual data, the metrics and KPIs for site visits and views are more like a shot in the dark than actual goals worth aiming for (and it also affects end of quarter – or year – accountability). This data will help the content marketer identify the customer journey and therefore, outline the content journey.
Also, when it comes to the action plan, there must be a complete understanding of when and where other content across the business is needed and scheduled to be posted. The more cohesive the plan, the more likely it will be a success.
The underlying goal of a great, effective content marketing strategy is to merge all functions and create a consistent string of messages targeted at the most relevant audiences and executed through any function that produces any form of content.
Plain and simple, when building a content strategy, it takes more than one perspective to provide relevant input. Anyone building a content strategy cannot get varied perspectives without having more than one person focused on the intent and providing feedback.
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