Content Strategy
Since the audience and information is so diverse, Klenske Ink proposes the development and implementation of an Integrated Content Strategy that uses a wide-array of resources and tools to target, engage and impact a very diverse audience pool.
Content is the telling of a story.
For an institution marketing to a diverse audience, content is everything.
Content is more than just the written word; it includes events, images, audio, video, apps, and data.
By definition, content is ‘information and experiences that provides value for an end-user and audience in specific contexts’.
So what is an Integrated Content Strategy?
At its most basic, it is the establishment of a strategic network that manages the flow of content both out from and back into your brand. This is how information flows today, via different networks and via different tools (websites, social media, search engine optimization, etc.). At one time the network of content flow was rather straightforward – from a brand to a PR agency to targeted media outlets to the reader – with the reader playing a passive role.
Today, the reader is proactive – a consumer of knowledge – one that hunts for information that is tailored to them and their particular tastes. A traditional PR strategy is one dimensional and therefore misses today’s multi-dimensional reader. An integrated content strategy, on the other hand, is multi-dimensional and thus right on target.
To summarize, content is no longer static. In order to succeed, your content must travel through the many networks that your potential audience now calls home.
You’ve probably heard the saying that ‘Content is King’. We disagree – content by itself is nothing but words. Content isn’t King, the Story is King.
An Integrated Content Strategy is essentially storytelling – it sends your information off to travel via telling, listening and – most importantly – interacting.
So, where does your story start?
With an Integrated Content Strategy, you get a content hub for your brand. Think of this as an in-house newsroom.
Newsrooms are story-obsessed and, like the web, are chaotic and alive with opportunities to take advantage of unexpected opportunities.
Newsrooms do exactly what a successful content strategy should do: they are iterative, alert, close to the consumer and ready to try things out. For this reason, your Integrated Content Strategy should take a newsroom-style approach for creating and managing content via blogs, Twitter, Facebook and everything else available in your Delivery Toolbox.
With this approach, you want a team made up of experienced journalists and editors with a background in storytelling. Such a team comes equipped with the necessary skills – the ability to find the right approach for different audiences, applying a consistency in style across all content, an eye for accuracy and quality and the ability to manage content flow across a wide array of platforms.