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What is strategy? Hooray! Everyone's favorite question! Just joking. In reality, this is a topic that rapidly makes extremely wise individuals pull their hair out. (Google results suggest that about 372,000 individuals have tried to define ithappy reading!)I used to roll my eyes when individuals asked this question. Who cares ?! Just get the work done! However throughout my 20-year journey in content strategy, I've come to recognize a really big, truly common problem: When attempting to develop content technique, we find the larger organizational (or site, or product) strategiesor, worse, goalsaren't clearly defined.
Yes. We have to care. I wrangled with understanding method for several years before finally deciding on a definition that makes good sense to me in the world of material strategy. In order to provide that definition, I need to discuss strategy in context of the larger hierarchy of business preparation.
This is an aspirational declaration that catches a substantial, long-lasting modification you intend to see in the world (or in your organization) as a result of your really presence. Example: A world in which exercise is a simple, available part of everyone's everyday. This is also a somewhat aspirational declaration, but it records the larger actions you are taking to bring your vision to life.
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The "WISE" framework works when setting objectives: particular, quantifiable, attainable, results-focused, and time-bound. I generally recommend organizations only set these one to three years out. Example: Gain x% weight-lifting item market share by 2022. Example: Improve online store consumer complete satisfaction metrics by x% by 2020. Note that these are longer-term results that most likely require more than simply tweaking your homepage content or offering x number of units through a particular store.
spun content risk GSA SERThey're quantifiable results that define long-lasting business success. I see a lot of techniques that resemble missions, visions, or BHGs (big hairy objectives).
spun content risk GSA SERIn fact, one of strategy's main functions is to set restraints on the work you'll do. Here are some techniques that may map back to the objective of "Enhance online consumer fulfillment metrics by x%": Example: Complete a site redesign that's fixated our target audience needs and choices. Example: Create an exercise-tracking app focused on leading client tasks.
These method statements likewise point out both "where to play" (website, app) and "how to win" (focus on the user, fulfill leading tasks through mobile). In other words, method informs you what to do and, by default, what not to do (e.g., do not include interactive chocolate chip cookie recipes in your apppeople like cookies, however baking them is not a top job when they're exercising, at least not typically).
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In fact, according to author Richard Rumelt, you can't have method without goals in that they comprise a "set of coherent actions." (If you desire more information on this, please go read his book, Excellent Method, Bad Method. I'll wait.)Here are some example objectives that map to the "Total a user-centered website redesign" method statement.
Example: Change our site material to enhance audience significance, readability, and consistency. Your objectives must fall within the restraints of method. This doesn't indicate you can't have space for development or experimentation along the waybut it does mean that, if your strategy is to focus on a user-centered site, now is not the time to sink money into a six-part video series on the history of your business.
Here are some targets that might measure "Transform our website content to enhance audience relevance, readability, and consistency": Example: Accomplish 7th-grade reading level for all content. Example: Heuristic examination grades content consistency at x level (based on specified rankings).
Example: Rewrite website content. Example: Tidy up metadata to ensure optimal content findability. The million-dollar question is, where does content method fit in?
