Embracing Brand-Driven Content Strategy

“If you don’t know what to communicate, how do know you’ll succeed?” With that statement, Margot Bloomstein (@mbloomstein), principal of Appropriate Inc., immediately grabbed the attention of attendees of the Aquent-sponsored AMA webcast “Embracing Brand-Driven Content Strategy.”

PREMIUM RESEARCH: How Does Brand Recognition by temps Vary Among Staffing Firms?

Bloomstein went on to share invaluable information on what factors merge to build a comprehensive content strategy. One that’s cost-efficient, yields the greatest impact, and refines the “non-passive voice” a brand uses when speaking to a target audience.

Another key take-away from Bloomstein’s presentation: “Content is more than just copy, it’s an entire lifecycle of information,” meaning your content must include other appropriate mediums of expression. It needs to be future-proof and scalable to social media and other forms of publication.

More of what Bloomstein advises on content strategy in this “must see” webcast:

• Content demands an owner with ownership
• The content role is becoming a necessity in everyone’s job
• A content strategy is the glue that holds brands together with cohesive messaging
• Regular content audits are essential
• Content dredges up politics
• Know thyself… You invest in knowing your users, but what about your brand?

Bloomstein also touched on a variety of important topics from social media not being free to Message Architecture. “Embracing Brand-Driven Content Strategy” is an invaluable resource for anyone who creates, manages, or works with content in any way.

If you’d like to hear more from Bloomstein, pick up her book: Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project (Morgan Kaufmann, 2012).

MORE: Why Staffing Firms Should Care About Pinterest