“If you don’t know what to communicate, how do know you’ll succeed?” In the April 18th Aquent-sponsored AMA webcast “Embracing Brand-Driven Content Strategy”, presenter Margot Bloomstein (@mbloomstein), principal of Appropriate, Inc., immediately grabbed the attention of attendees with this thought-provoking question.
Margot went on to share invaluable information on what factors merge to build a comprehensive content strategy. One that’s cost-efficient, yields the greatest impact, and refines the “voice” a brand uses when speaking to a target audience.
“Content is more than just copy, its an entire lifecycle of information.” is another key take-away from Margot’s presentation, meaning your content must include other appropriate mediums of expression. It needs to be future-proof and scalable to social media and other forms of publication.
More of what Margot advises on content strategy in this “must see” webcast:
Content demands an owner with ownership
The content role is becoming a necessity in everyone’s job
A content strategy is the glue that holds brands together with cohesive messaging
Regular content audits are essential
Content dredges up politics
Margot also touched on a variety of important topics from social media not being free to Message Architecture. “Embracing Brand-Driven Content Strategy” is an invaluable resource for anyone who creates, manages, or works with content in any way.
If you’d like to hear more from Margot Bloomstein, pick up her book: “Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project” (Morgan Kaufmann, 2012).