The document outlines 10 things clients should know about working with a content strategist. It stresses that the focus should be on understanding audiences rather than products or services. It also emphasizes that technology cannot fix poor content, and that regular updates are better than large redesigns. Continuous optimization of content is important to meet audience needs.
4. 3. YOU SHOULDN’T WANT TO
BE MY CLIENT
We should both be focused on your audience.
5. 4. KNOWING YOUR
PRODUCTS AND SERVICES
ISN’T ENOUGH
You should know who you’re communicating with just as well.
6. 5. YOUR COMPANY’S SILOS
ARE NOT THE AUDIENCE’S
PROBLEM
They expect all the relevant info, regardless of the organizational
hoops you have to hop through to get it.
7. 6. TECHNOLOGY CAN’T FIX
BAD CONTENT
Search optimization and content management tools do not fix
failing content. (They can help you make better content, though.)
8. 7. IT DOESN’T MATTER IF
CONTENT WAS EXPENSIVE
OR HARD TO CREATE
If it’s redundant, outdated, or trivial--it has to go.
9. 8. A TWEAK TODAY BEATS A
REDESIGN IN TWO YEARS
If a few fixes will make a difference for your users, make them
today. Don’t leave all your changes for sweeping overhauls--they
take too long.
10. 9. A NEW SOCIAL MEDIA
EFFORT IS LIKE GETTING A
PUPPY
Only take it on if you’re willing to give it the care and attention it
needs to thrive.
11. 10. YOU ARE NEVER FINISHED
WITH CONTENT
When you think you’ve done everything, it’s time to start optimizing!
