What Most Companies Get Wrong About Content Strategy (And How To Fix It) [Rose-Colored Glasses]

What Most Companies Get Wrong About Content Strategy (And How To Fix It) [Rose-Colored Glasses]

In business, content is water. It flows through every aspect of a company, serving as the core operating system. It is the means by which a business communicates with its social group and customers. Content describes the methods and knowledge that drive a business, and it plays a crucial role in showcasing products and helping customers derive value from them.

However, many companies make the mistake of creating content without a clear purpose or understanding of how it impacts the bigger picture. They fail to recognize that content should be an expression of their overall business strategy, serving as a byproduct of various functions such as brand value, lead generation, sales enablement, customer service, and internal knowledge management.

To fix this, companies need to elevate content strategy to the level of business strategy. This means implementing a planning and prioritization step in their content strategy, where teams have an awareness of what they will create, rather than just measuring what they have created. Deliberate choices about what content to create should be made, allowing for differentiation and meaningful communication and experiences.

The value of a content strategy lies not in the content itself, but in the awareness of how essential it is and how it connects every aspect of the business. By recognizing this, companies can ensure that their content aligns with their overall goals and objectives, effectively enhancing the quality of their communication and experiences.

"The idea maze"

For startup founders, understanding the idea maze is crucial. Good startup ideas are not just singular concepts, but well-developed, multi-year plans that consider various paths based on how the world evolves. A successful founder is capable of anticipating which turns will lead to success and which ones will lead to failure.

To navigate the idea maze effectively, it is essential to have a deep understanding of the industry's history, the players involved, and the technologies that may disrupt the existing landscape. Learning from previous attempts and understanding what worked and what didn't can provide valuable insights. Instead of keeping ideas in stealth mode, it is beneficial to learn in public and gather knowledge from practitioners, investors, and entrepreneurs through blogs and other platforms.

Direct experience is another valuable tool for founders. By immersing themselves in different mazes and giving themselves time to figure things out, they can gain invaluable insights. Competition from other startups should not be a primary concern, as their presence often indicates that you are on the right track. The real competition lies in the risk of wasting years on the wrong path.

Drawing analogies from successful companies in similar fields can also be helpful. By studying the strategies and approaches of companies like Airbnb or eBay, founders can learn valuable lessons and apply them to their own business.

In conclusion, both content strategy and idea maze navigation require a holistic approach. Companies should elevate content strategy to the level of business strategy, ensuring that content aligns with overall goals. Founders should immerse themselves in the idea maze, learning from history, gaining direct experience, and drawing analogies from successful companies. By incorporating these practices, companies and founders can set themselves up for success in the dynamic and ever-evolving business landscape.

Actionable Advice:

• 1. Elevate your content strategy to the level of business strategy. Ensure that every piece of content aligns with your overall goals and objectives.

• 2. Immerse yourself in the idea maze. Learn from the history of your industry, gain direct experience, and draw lessons from successful companies in similar fields.

• 3. Learn in public and gather knowledge from practitioners, investors, and entrepreneurs through blogs and other platforms. Share your ideas and seek feedback to refine your strategies.