Why you need a communication strategy and a content strategy
Whether you’re thinking about communications and outreach for an upcoming campaign or, more generally, for your organisation, group, or business, you need a strategy to ensure your efforts are as effective as possible. Or rather, you need two strategies; a communications strategy and a content strategy.
A communication strategy is your big, overarching strategy. It doesn’t focus on outputs. It focuses on the results of those outputs. Your communication strategy should include:
🧭 A statement of purpose
🧭 An overview of your current strategy if you have one
🧭 Clear statements of your objectives
🧭 Overviews of your audience(s)
🧭 Outline the type of impact you want to achieve
🧭 The key messages you want to reach your audience
🧭 Provide a roadmap for where you want to go and how you will get there
🧭 A budget
🧭 Key performance indicators and evaluation methods
A content strategy is all about your outputs – what kinds of content you will create to achieve your objectives and where you will put the content. A content strategy should be part of a communications strategy, but smaller operations with a single outreach need could merge the two. Either way, the content strategy should directly link to your overarching communication strategy. Your communication strategy should include:
📰 Types of content
📰 Styles of content
📰 Tone
📰 Branding
📰 Platforms/channels for deployment
📰 When you will release the content (a content calendar)
📰 How much content you will release
📰 Key performance indicators
📰 Evaluation methods
