Chapter 1: Understanding Content Strategy

There's been a significant amount of discussion surrounding the concept of content strategy. Recently, I've been assisting a client in overcoming communication barriers between their project managers and writers. This disconnect has led to complications in their content production.

In smaller enterprises, there often isn't a dedicated department for content strategy. Typically, one individual is expected to handle everything, from strategizing to actual writing. Although this approach might seem cost-effective, it often results in chaos—especially when juggling multiple client accounts.

While I believe it's beneficial to have a dedicated strategist to manage the content calendar and schedule postings, it's equally vital to have a team to handle various essential tasks.

When addressing process improvements, it's crucial to take a holistic view. Enhancing writing alone isn't sufficient; you must also consider how tasks are formulated, how team members interact with clients, how to conduct thorough research to select appropriate topics and angles, and how to optimize content for Google search rankings.

This is no small feat.

At first glance, writing content might appear straightforward—you just pick a topic and go. However, there's a substantial amount of behind-the-scenes work involved.

For those encountering issues with the collaboration between project managers and writers, I have a recommendation: start educating both parties on how to ask the right questions.

I often remind people: to find the right answers, you need to ask the right questions. This process isn't simple, but it can be learned over time. Once you master it, you'll find that problems become manageable, or even trivial.

Asking questions is crucial. The best way to ensure high-quality writing is through the involvement of editors. If you lack editors and your project managers are expected to fulfill that role, they must be trained on what content entails and the standards for quality writing.

This is where the challenge lies.

Not everyone possesses the ability to read a text and identify its flaws. Developing this skill requires extensive reading—anything will do, as long as they read.

Effective communication with clients is paramount. If your team doesn't understand the purpose of the content, the specific details needed, or the ultimate goal of the writing, they are at a significant disadvantage.

This highlights the importance of training your staff in effective communication, which is no easy task.

Why is that?

Many individuals struggle to discuss topics they're unfamiliar with. Yet, how can they gain understanding when they’re preoccupied with numerous other responsibilities? This presents yet another hurdle in the content creation process.

Nevertheless, everything is achievable.

What you need is a capable individual to oversee the entire operation—someone who can train the staff and guide hiring decisions to ensure you save costs without compromising on quality.

The first video provides a comprehensive guide on developing a content marketing strategy tailored for small businesses.

The second video outlines a five-step approach to content marketing specifically designed for small enterprises.