Content Strategy is More than Just Marketing

If you’re just using content strategy for marketing, you’re leaving money on the table 💰

Don’t get me wrong. I love marketing. Some of my best friends are marketers. I may even do a bit of marketing myself from time to time. 

But content strategy doesn’t end when a prospect becomes a customer. In fact, with how much cheaper it is to retain a customer than acquire a new one, I’d argue that’s where your content strategy needs to kick into full gear.

For example, a “full stack” content strategist can help: 

• Increase site engagement, task completion, and conversion rates by crafting an information architecture and taxonomy informed by user testing and analytics rather than internal org charts. 

• Enhance customer satisfaction and reduce support ticket volume by offering customer support resources (e.g., guides, tutorials, troubleshooting) that are informed by data and structured for findability.

• Expand your customer base and market share by making sure your content is accessible to the millions of disabled users who are looking for your product or service.

• Reduce the time your team spends searching for the right digital assets by providing clear guidelines around asset taxonomy, metadata, and tagging.   

• Improve internal communication, collaboration, and efficiency through a well-organized intranet or wiki with things like shared email, report, and presentation templates, regularly updated onboarding materials, and a centralized knowledge hub.

Sure, these might not be the sexiest parts of content strategy, or the ones you can brag about with organic search rankings or traffic charts. 
But they are the ones that will actually drive incremental revenue and operational efficiency. And that’s what really matters in the end.