By Hilmarie Hutchison, CEO of Matrix Public Relations, Dubai, UAE  

 

The hype for trends to watch out for in 2023 continues, and while enough has already been said, I hope Content Strategy has been well thought out, too. Not to be mistaken for Content Marketing Strategy, Content Strategy is how best you articulate subject matter expertise and innovation in written and verbal communication.

 

Here are some tried and tested tips by our in-house content experts to navigate you successfully through 2023.
 

Research: The internet provides information overdose, and most often than not, essential data gets lost in a hashtag rush of familiar words. There is no denying that it can be stressful to put the spotlight on what needs to be told. The solution?  Invest time in research to read industry-relevant topics and stay abreast of conversations on the subject. Check out any unusual perspectives. While aiming for popular and current subjects, find out the most shared content to work around a plan that will help stand out from the crowd.
 

Innovate to present: Every content strategist will agree that despite the immense scope and creative liberties in drafting content, it all boils down to how best it is presented. Always ponder on ideas of how to present data in new ways. Explore opportunities to produce unique content and impactful data and stats. Brand focus areas like customer service and environmental sustainability should be aligned with content strategy to help resonate with the target audience. Content presentation relevant to both; the business and customers can be called a well-defined and streamlined plan.
 

Placement of content: Placing content on the right platform is as important as creating it in the first place. Also, aim as high as possible to optimize impact and target audience outreach. In an exhaustive list of placement sites, be on guard to keep the updating process ongoing to ensure a to-the-minute placement strategy. Needless-to-say, various industries will have separate groups of target audiences, and the list of placement sites should be altered accordingly. Research, presentation and placement have crucial roles to play and help us develop content that’s worthy of consumers’ reading-time.
 

Drafting content: While at it, do not rush to finish your content and get second opinions  (colleagues and seniors) to find loopholes and information lapses; before it goes to the client for approval or even publishing sites, for that matter.

 

To draw in readers early into the article, be as helpful as possible and brief enough of course. Include high-quality and reliable outbound links wherever possible. Most importantly, be polite in the tone and concise in drafting.

 

Promoting content: Publishing is one thing, and promoting content is another. Also, do not ignore content once published. Utilize as many promotion avenues as you can for target audience outreach. This is where the outbound links play an essential role in accelerating readers’ footprint. Social media influencers are an integral part of content strategy and should be involved to establish brand recall. The key is to find a sweet spot between content quality and quantity. It has to be enough to keep people engaged and not overdo it to bombard consumers with too much information.
The objective of content development strategy is to be smart, specific, measurable, realistic, and time-bound. Incorporate multiple formats to develop and deliver a successful content development strategy for 2023.