There are many definitions of content strategy, but I think of it as “using content to connect.” There’s a lot more to it than that, but that’s really what it boils down to at its most elemental level.
Creating a business relies on making connections, whether you are building a product or offering a service. As an entrepreneur, that connection will occur in one of three ways:
- B2C: If you don’t connect with your customers and solve a real problem for them, then you don’t have a business. It’s really that simple.
- B2B: Partnership with other business may be critical to your success. The most obvious early partnership might be a funding source such as a VC firm, but this could take a lot of other forms too.
- C2C: Customers talking with other potential customers about your business is the hardest thing to achieve, but the most valuable to you. This won’t happen right away; it will take time. But if you are lucky enough to get to this point in your business, you have a real shot at success.
Each of these connections in each of these three categories will happen around content. Sure, there will be some face-to-face interactions, but even then you’re going to need to have a good story and a clean pitch. Make this a part of running your business. It’s not an add-on; it’s critical to your success. Your audience is your most important asset.
Starting to plan your content strategy
Content = connection. In the digital world, we connect over content in a variety of formats. For entrepreneurs, then, what is content? Let’s define it:
- Content is telling your company’s story, your reason for being;
- Content is your product itself, even if you are not in a content business—it’s your Web presence and social profile;
- Content is how you connect—your blog and social content. Yes, your shares and your tweets.
- Content is supplied by others, too. Social chatter, product reviews, and C2C advocacy.
- Content is data about your company. Anything that’s public contributes to the story about you.
Now that we’ve defined what a content strategy can do for entrepreneurs, the next piece will cover why it’s absolutely essential—and why you can’t put this off until your product’s complete.
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This is the first chapter in a series called Content Strategy for Entrepreneurs. If you need specific help in building a content strategy for your business, please see http://michaelboezi.com/entrepreneurs.
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