The purpose of content strategy is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach.
Imagine for a moment that you’re invited to pitch your business to a room full of potential investors. They’re willing to hear your story and let you persuade them with your ideas. How much time do you think you would need to prepare for such an opportunity? A week? A month? More?
The point is you’d be foolish to simply show up, stand on the podium and say whatever comes to mind.
And yet, most businesses do exactly that when it comes to social media. Given the opportunity to present their brand to an online audience of potential customers, they simply show up without preparing a compelling message.
What a wasted opportunity.
Preparation is important because social media is a very active space. There’s a lot to do and a ton of conversations taking place. It is a very distracting environment, and everyone has a very short attention span.
You have to figure out what kind of conversation you’re going to spark that will make people pay attention to you because in social media attention is very hard to get (or retain for that matter).
Your competition isn’t the guy or gal who sells the same stuff that you do. Your competition is every person, every brand, every church, every small business, every big technology company, every politician and every celebrity who has something interesting to say.
That’s why it’s important to have a plan (content strategy). And that’s why your plan must be put in place before you show up on any social media channel.