Understanding Content Strategy: Goals, Audience, and Voice

Overview

This article outlines the core elements of content strategy in Contently, focusing on goals, audience, and voice. You'll learn how to set and manage these key components to align your content creation with your organization's objectives and target audience.

Information

Content strategy in Contently is crucial for guiding both internal teams and freelancers. It ensures that every piece of content produced aligns with your goals, targets the right audience, and maintains a consistent voice. By defining these core components—goals, audience, and voice—you create a clear framework for your content creation process.

Goals: This section allows you to outline your publication's objectives. These could include increasing brand awareness, driving traffic, generating leads, or positioning your company as an industry thought leader. You can edit these goals as your business evolves, ensuring your content always serves its intended purpose.

To manage your goals:

• Go to your Content Strategy page via the Publication Settings menu.
• Under the "Goals" section, you can view your existing objectives or add new ones.
• Edit or update goals as needed to ensure alignment with your broader business strategy.

Audience: Understanding and defining your audience is critical for creating targeted, effective content. In the audience section, you can create detailed audience profiles that include demographics, interests, pain points, and more. These profiles help ensure that every piece of content resonates with the right people.

To manage your audience:

• Navigate to the "Audience" section under Content Strategy.
• Create profiles for each audience group you want to target.
• Provide specific details like age range, job roles, and content preferences.
• Edit or add profiles as your audience or their needs evolve.

Voice and Style: Maintaining a consistent voice is key to building brand identity. In this section, you can define your brand's tone, style, and preferred language. Contently’s integration with IBM Watson’s Tone Analyzer helps you monitor and adjust your tone over time to stay aligned with your content goals.

To manage your voice:

• Go to the "Voice and Style" section under Content Strategy.
• Define your brand’s tone and style guidelines, including specific words or phrases to avoid.
• Use the Tone Analyzer to track and adjust your content’s tone to match your predefined voice.

By keeping these three core elements—goals, audience, and voice—well-defined and up to date, you can ensure that all your content stays aligned with your overall strategy and speaks directly to your target audience.

Summary

Content strategy in Contently revolves around setting clear goals, defining your audience, and maintaining a consistent voice. By regularly managing and updating these elements, you can create content that aligns with your business objectives and resonates with your target audience. This helps you maintain focus, consistency, and relevance in all your content creation efforts.