Content Strategy. It’s one of the biggest buzzwords of 2011, yet it still leaves many people scratching their heads.
What is it? A game-changer.
Is it important? You bet.
Isn’t it just another word for PR? Nope.
Not following? Let’s start with that misconception that content is just another word for filler. Wrong, wrong, wrong! A Knol on content strategy defines content as everything that conveys meaning, and it’s absolutely correct.
Meaning ≠ Filler
It comes as no surprise that agencies around the world are focusing on content strategy as an essential component of every successful campaign. After all, not even the coolest looking blog and/or website can survive if the content is terrible.
At this year’s Boomerang Awards (recognizing the best in interactive communications and website design), the judges chose to replace the “Best use of a blog” category with “Best content strategy as part of an advertising campaign” to “better reflect the evolution of the industry.” One of the winners in the category was Nurun for their work on the L’Oreal Paris Canada Facebook page. Content was incorporated into the social networking strategy to create an immersive, behind-the-scenes experience of L’Oreal Paris Fashion Week in Toronto that resonated with fans and industry influencers alike.