I am fortunate that my interests, skills and experience have found a home in my professional life: content strategy. I love assessing a situation, whether an individual campaign or full-fledged brand awareness, and figuring out what content would best achieve the business goals and objectives.
An example content strategy project
To help introduce internal product marketers to the capabilities of the newly created Strategic Communications team I was on, we launched what we called a “white paper initiative.” Our intention was to assess content that had already been published and determine how else it could be used (“repurposing”). As senior content specialist, my part in this initiative included:
- conducting an audit of white papers previously published by the six business divisions
- review all white papers to determine which had the best potential for further content development
- identify what content formats would work best
- present internal product marketers with a proposal for content development
- create a plan and timeline for publishing repurposed content, and promoting it on social media
- shepherding each campaign from planning to development to publication and promotion
I identified six white papers, and went on to help the marketers repurpose the original content into:
- Infographics
- FAQ articles
- Expert Q&A articles
- Slideshows
- Checklists
- Blog posts
- Newsletter articles
- Promotional social media posts (both paid and organic)
