Why Do You Need a Content Strategy?
I once had a client enthusiastically exclaim: “I want to experiment constantly with all our content. Keep throwing spaghetti against a wall until something sticks!” 🍝
While I appreciated their creative energy—and agree that it is a fun way to test pasta’s doneness—it’s not exactly a content strategy.
And, yes, you absolutely DO need a content strategy.
What a Content Strategy Is Not
Here’s the thing… a content strategy isn’t about tossing random posts out there, crossing your fingers, and hoping one goes viral. It’s also not about throwing ideas at your audience and hoping something sticks.
Side note: strategizing to “make a post go viral” is also not a content strategy. (Sorry to disappoint!)
Think about it this way. Imagine you’re writing a novel, but instead of planning out the story, you just throw random words on the pages, hoping they magically form a bestseller. Chaotic? Yes. Effective? Absolutely not.
That’s why not having a content strategy simply isn’t an option. You need a framework to guide your marketing—one that ensures you’re not just tossing content into a black hole, never to be seen again.
Now that we’ve cleared up what a content strategy is not, let’s talk about what it actually is.
What a Content Strategy Is
Let’s continue with our novel analogy. Think of a content strategy as writing a story. But don’t stop at one book. This is an entire series, and you’re writing each chapter with the whole series planned out ahead of time (think Harry Potter on steroids).
A content strategy means:
- Every post, blog, video, and email has a purpose.
- Every piece builds on the last and works together seamlessly across channels.
- And it’s all designed to provide your audience with value and lead them somewhere meaningful.
It’s not about what you post today. It’s not about immediate sales.
I’ll say it again for those in the back: It’s. Not. About. Immediate. Sales.
It’s about crafting a brand story that sticks with people. So when they’re ready to buy your product or engage your services, they remember you. You’re already top of mind.
The Spaghetti Test
So, if you’re constantly throwing spaghetti (or any other starchy foods) against the wall, it might be time to rethink your approach.
Start serving up a content strategy that sticks with your audience instead. (See what I did there?)
TL;DR The Recipe for a Winning Content Strategy
Content strategy isn’t random. It’s intentional. It’s telling your brand’s story, one thoughtful post at a time. And it’s definitely not about viral pasta experiments.
PS. Ready to cook up a content strategy that gets results? Let’s get started.