The big picture goals of your content strategy should be discovery and habit, writes Adrian Lurssen in Are You Planning For These Two Key Objectives In Your Firm’s Content Strategy? That’s because, to be effective, your plan must be built around making sure that new readers can find your work, and that they keep coming back for more:
“Discovery” is the rallying cry for all of your efforts to get in front of people who should know what your firm does well, but don’t. When it comes to content strategy, that means: all efforts to ensure that your firm’s publications are found and read online by a target audience. Period.
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“Habit” can be supported in a handful of important ways (by encouraging people to subscribe to a feed of future content by email or social platforms), but the main way to guarantee habit is by providing value to the readers whose attention you are trying to keep.
Lurssen’s post reminds you that you’re writing first and foremost to be read. Anything else is a distraction.
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