3 Keys to Content Strategy

By Karl Anderson


To connect with readers through online content marketing, it’s critical to have a plan in place, whether you’re publishing on the web, in outgoing newsletters or email communications, or through social media platforms. If your organization doesn’t have a strategy to share original, high-quality content effectively on a consistent schedule, chances are that you’ll begin to fall behind with this important effort.

Our clients understand the importance and value of long-term content strategy. Whether we’re producing magazines, monthly e-newsletters, or web-based feature articles and infographics, we create and manage a publishing schedule customized for each client’s needs. In addition, we develop long-range plans for social media campaigns to share and promote information, stories, photos, and videos with followers around the world. All of these efforts can be coordinated to maximize overall impact and audience engagement.

Before jumping into content marketing, make sure to plan ahead by following these suggestions:

1. Appoint someone to be in charge

Content marketing is often a team effort of writers, editors, graphic designers, and social media experts, but within your organization, there should be a contact person who has the authority to champion this overall strategy internally, and make final decisions. Many companies already have a marketing director who might be a natural choice to “own” the responsibility of approving content. But when an organization doesn’t grant this responsibility to a single individual, problems can arise, including confusion over deadlines and specific tasks. If internal review is required, this contact person can institute a lean and streamlined process to cut down on unnecessary delays.

2. Know your audience

You want your content to appeal to your audience and give them information they value. Taking the time to develop great ideas for articles and features is one of the most important aspects of your content strategy. At the same time, it’s equally important to recognize that your audience is unique and complex, so it may take some experimentation to discover what kinds of content will have the greatest impact and lead to the most engagement. This is only natural, and you’ll want to be flexible and adapt your approaches over time. Fortunately, the Internet allows us to track metrics such as click and open rates for newsletters, so Touchpoint can observe what types of content are most appealing to your specific audience. This insight can then be used to further refine content strategy and maximize engagement. 

3. Create a schedule

Newsletters, magazines, blogs, and social media accounts develop a following because they provide quality content on a regular, ongoing basis. Interested readers become active followers, and the most engaged and loyal followers ultimately become brand advocates. That’s one reason why a regular, recurring publishing or distribution schedule for is so important.

At Touchpoint, we like to develop long-range editorial calendars for and with our clients, and we typically plan out story topics for upcoming newsletters months in advance. This ensures that we’re publishing regularly, at a reliable pace and frequency, and reflecting what may be on readers’ minds at specific times during the year. An editorial calendar can also help with social media. For example, by planning to share a specific number of tweets, Facebook posts, and LinkedIn updates per day, week, or month, you can keep this communication fresh and “top of mind” for your audience.

However you choose to distribute content, a deliberate plan will help you provide valuable insight, stay committed to long-term goals, and ultimately better connect with your audience.