This blog posting from "A List Apart" authored by Margot Bloomstein came to me this morning via an email newsletter I subscribe to form Junta 42. In it, Margot talks about the importance of content strategy. While she's primarily focused on content strategy via website design, the importance of content strategy has been something we've been talking about since long before the web became a critical marketing challenge for our customers.
The idea that all great marketing starts with a content strategy (or a messaging strategy) should come as no great epiphany to anyone (I hope)! But taking the concept from the "big picture" to the nitty gritty of marketing planning requires spending some time to dig into some of the questions that Bloomstein raises along with some others.
Unfortunately, for many of our clients, by the time a project gets green-lighted, there is often a hard deadline that requires shortcuts at the outset and the thing that often seems to get short-changed is the content strategy discussion (at least at the level that the project deserves).
It all starts with content strategy....