Here's how I approach content strategy.
While I'm eager to explore and innovate, current best practice involves analyzing metrics for keywords and engagement, then applying them to a content strategy for specific products and goals. That content strategy guides content creation.
Limitations are good. Constraints in my experience drive creativity; they don’t hamper it.
For web, I research keywords and site metrics to better understand consumer demographics and buyer journey. I can get a sense of this from looking at Google Analytics or other analytic tools, though at larger firms there are likely specialists who I’d work with to interpret the data.
From there I’d develop personas, keyphrase clusters and subtopic clusters, and create pillar pages to drive inbound traffic. A/B testing is often helpful, though I truthfully don’t have a lot of experience with that—some, but not much.
Those keywords and pillar pages can also inform social strategy and content. But social has its own metrics, like “likes”, followers, and engagement stats—as well as geographic and demographic data. I think a good content strategy synthesizes web and social data inputs.
Once I’ve interpreted the data, I can apply them to writing content.
For me it’s becomes at this stage a somewhat intuitive thing. I’ve assimilated the information I need from the data, so now I just need to generate engaging copy that sounds human.
For that I lean on my deep experience as a creative writer and marketer. Ideally I’d have a CD, AD, and a content and/or design team that I can collaborate with if needed for ideation and revision, but I’m happy to conceptualize and copyedit on my own—that’s what I’ve been doing mostly at Sands Costner.