In a world that focuses on “more is better,” it can be hard to not fall into this trap during content curation. Satisfaction often comes with producing more content because, despite its quality or relevance, you can quantify the amount of time and attention you paid to the piece with the way it is received. However, if “more” content your goal, it may be time to think in terms of strategy.
With strategy at the base of your writing, the structure and mindset that exists in the process narrows. In turn, a focused content strategy gives way to more clearly defined objectives and an awareness of a target audience, amongst other elements. Exploring the frequency of what you wish to communicate, the medium you use to send your message, and how you execute the content you create all fall into the strategic pot of content strategy.
Nick Westergaard of Brand Driven Digital explains content strategy in his Harvard Business Review article using Rudyard Kipling’s 1902 poem “The Elephant’s Child:”
I keep six honest serving-men (They taught me all I knew); Their names are What and Why and When and How and Where and Who.
Approaching content with the mindset of these elements mixed with creativity and strategy, the piece becomes less mindless chatter and more of a carefully crafted work to serve your audience. Therefore, write with purpose and break through an otherwise noisy and cluttered industry.
