Though more than half of the audience was just adorned with a content strategy title in the last 12 months, the elements of a content strategy have been around for many years: items like content audits/inventories, personas, style guides, taxonomies and content models, sitemaps and site architectures, content entry workflows, and editorial calendars. The discipline of content strategy attempts to transcend the typical myriad of individuals associated with these deliverables (information architects, copy writers, SEO experts, taxonomists, developers, researchers, etc.) to provide oversight, consistency across platform and channels, a unified vision, and a keen focus on the content and related tone, voice, structure, corporate governance models, processes, and technologies.
So why all this attention on content strategy, now? Well, without one in place, brands and their internal process, tools, and technologies will not accommodate the shift from a single user experience platform to one of many.The desktop is no longer the main communication platform between the brand and the audience, and as a result, the content that is so coveted by audiences needs to live on any device and in many formats. Content must be structured enough to live freely and independently of form and presentation in order to leverage responsive design. It must be consistent across all devices, and, it must contain meta-data that allows programmatic delivery based on context. All that is pretty darn challenging for organizations large and small.
Why is this so important for us at Kanban? Simply put, if our clients don’t have a solid content strategy, then any process, content structure, or technology we implement will fail (or will fall short of our own and our client’s expectations). No matter how advanced the tools may be, how well the implementation is managed, how much budget you allocate, or how much time you dedicate, our shared goal of delivering the right content to the right audience at the right time will be nothing more than a pipe dream.