{"id":1514,"date":"2021-12-09T20:14:00","date_gmt":"2021-12-09T20:14:00","guid":{"rendered":"https:\/\/www.clockwork.com\/?p=1514"},"modified":"2023-04-14T16:42:07","modified_gmt":"2023-04-14T16:42:07","slug":"content-strategy-is-essential-to-a-great-experience","status":"publish","type":"post","link":"https:\/\/www.clockwork.com\/insights\/content-strategy-is-essential-to-a-great-experience\/","title":{"rendered":"Content strategy is essential to a great experience"},"content":{"rendered":"\n

In the consulting space, it\u2019s not uncommon to hear requests such as \u201ccan you make it more usable?\u201d, \u201cwe want to redesign this to be more user-friendly\u201d, or \u201cthe design is outdated\u201d. While these are valid and important thoughts to consider, what we often find is that the solution is more than moving things around on the page or updating the design \u2014 it\u2019s centered around content. The content is the experience and we have to craft a strategy to support and manage it in order to be successful. But simply crafting the strategy isn\u2019t quite enough. There are a few things you should do to make your content impactful and usable for your organization.<\/p>\n\n\n\n

Let\u2019s start by defining what we mean by content. At its simplest, content is what you are saying to or showing your audience. Content could be the text and videos on your website or the information you need to share in a staff meeting. Content strategy is what you do with that content, how you present it to your audience, how often you update it, and who is responsible for maintaining it.<\/p>\n\n\n\n

Essentially, content strategy drives the experience that your audience will have while engaging with your site or product. This is supported by design<\/a> and development, but without laying the content foundation, you\u2019re not able to truly meet your audiences\u2019 needs.<\/p>\n\n\n\n

There are plenty of articles about how to create a content strategy, so I won\u2019t add one to the bunch. I will, however, share a couple key actions that will help you get the most out of your content strategy:<\/p>\n\n\n\n

Make sure content strategy is in your
strategic plan<\/h3>\n\n\n\n

We often see \u201cnew digital experience\u201d or \u201cdigital plan\u201d on strategic plans, I\u2019d recommend including content strategy too. While content will definitely support your objectives and tactics, it\u2019s possible that it should be a tactic on its own. Creating and delivering on a content strategy can be a large undertaking involving auditing what content exists and planning for the future. Oftentimes, we see this work supporting overall business goals and objectives and it is well-served as a project that has staff support, rather than just being an add-on to other initiatives. Including content strategy in your strategic plan shows others within your organization that it\u2019s important.<\/p>\n\n\n\n

Consider the content beyond your website<\/h3>\n\n\n\n

When we think about a customer journey, it often goes beyond just the website experience. It commonly includes other communications, an app, in-person messaging, et cetera. When you are auditing your content, consider whether non-website formats need to be reevaluated. Is the content key to a moment in the customer journey? Then it\u2019s probably best to examine it or reevaluate the goal it has.<\/p>\n\n\n\n

Make sure all content<\/em> has a purpose<\/h3>\n\n\n\n

When evaluating existing content or creating new content, you should be able to articulate what the goal of each piece is. If it\u2019s not clear, then it may be a candidate for removal. This is a great exercise to do with colleagues, especially the content creators. Oftentimes, when we are close to the work, it can be difficult to step back and assess the purpose and the value. Ask a colleague if it\u2019s clear what the goal is.<\/p>\n\n\n\n

Keep in mind your audience and their needs<\/h3>\n\n\n\n

This might sound like a gimme, but it\u2019s an important reminder. Keeping our ego in check is critical in content strategizing and creation. It\u2019s not about what you want to hear or what is important to your department. It\u2019s about providing information that your audience wants and needs. Test your content with your audience \u2014 what\u2019s landing and what\u2019s not quite right?<\/p>\n\n\n\n

If you\u2019re creating content in a planful, intentional, and audience-focused way, you\u2019ll also be creating experiences that people want and need. In turn, you\u2019ll see lift in engagement and key performance indicators.<\/p>\n\n\n\n

Not sure where to get started with your strategy or experience? We can help!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

In the consulting space, it\u2019s not uncommon to hear requests such as \u201ccan you make it more usable?\u201d, \u201cwe want to redesign this to be more user-friendly\u201d, or \u201cthe design is outdated\u201d. While these are valid and important thoughts to consider, what we often find is that the solution is more than moving things around […]<\/p>\n","protected":false},"author":7,"featured_media":1738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[23,120],"tags":[],"coauthors":[58],"class_list":["post-1514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experience-design","category-level-up"],"acf":[],"yoast_head":"\nContent strategy is essential to a great experience<\/title>\n<meta name=\"description\" content=\"We often find the solution to website experiences is centered around content. 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