Do you really have a content strategy, or just a bunch of tactics?

You’d Better Know Why Every Time

Do you really have a content strategy, or, albeit consistently, are you really just randomly sending out or putting up stuff? To answer that question, ask this question: why? So you posted everyday last week, but why? Why did you say what you said? Why so often? Why did you say what you said, where you said it? It is not a simple question. Otherwise everyone would be doing it. Remember how it ticked you off being asked this by your parents when you were a teenager? “Mom, can I go to Steve’s house?” From the sewing room you hear, ‘Why?” Come to think of it, that may be why we avoid it later in life. As difficult as it may be, answer the why questions–with every piece of content you intend to make public.

Answer Why, Answer If

So, you’ve ask the ‘why’ questions and your answers range from fulfilling your mission, deepening brand engagement, and meeting business objectives. But there are two questions to ask. Have you also answered ‘if?’ There are a growing number of organizations getting to the point of answering why, but stop short of determining if they’ve actually accomplished what they set out to accomplish. Stay the course and employ the tools that will allow you to determine your success in achieving your goal(s) for every piece of content. That means evaluating, and, when necessary, presenting its outcome. Know ‘why’ and ‘if’, and you’ve got yourself a strategy.