I do most of my best work in the morning. In fact, I'm writing this at 7:00 am from my desk in our currently quiet, empty office. I don't get here early to "show up" my coworkers; I do it because I know that I am going to do my best thinking and highest quality writing first thing in the morning when the office is empty, the phones aren't ringing, and my inbox isn't growing by the minute. Since the creation of this newsletter is central to our content strategy as a company, I have chosen to work on it at a time at which I know I'll be able to do it to the best of my ability and without interruption. Likewise, I hope you've found a quiet and comfortable corner of your workplace to spend a few minutes reading this. Believe me when I tell you that considering these practical issues of time and place is critical to the success of your strategic pursuits, whether on or offline.
This month I want to focus in on the most important aspect of your online presence: Content Strategy. I'll first briefly review what I mean by content strategy, then cover how positioning directs it, and once you've identified what yours should be, how to put it into practice.
What is a Content Strategy?
Put simply, content strategy involves identifying the type of content that will best enable you to communicate your positioning and achieve your online goals, then planning for the creation of that content by allocating time and resources to the effort.