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 its core operating system. It is the means of communication between the company and its customers, conveying the knowledge and methods by which the business operates. Content is the key ingredient in creating experiences that showcase products in the marketplace and enable customers to derive the most value from them. However, many companies fail to understand the true purpose and impact of their content strategy.

One common mistake is creating content without a clear purpose. Often, content is produced without a deep understanding of how it will contribute to the overall strategy of the business. Content creation becomes a haphazard process, with no deliberate choices being made about what content should be created. To address this issue, companies need to elevate their content strategy to the level of business strategy. This means implementing a planning and prioritization step, where teams are aware of what content they will create, rather than simply measuring what they have already created.

Another area where companies stumble is in differentiating their brand through content. Effective content strategy requires the awareness and processes to direct all of the business's knowledge into meaningful communication and experiences. It is not enough to simply create content; it must be carefully crafted to reflect the unique value proposition of the brand. This requires a deep understanding of the target audience and their needs, as well as the ability to translate the company's knowledge into compelling content.

To achieve better results from user studies, it is essential to improve the interviewing process. User studies provide valuable insights into the needs and preferences of customers, but conducting effective interviews is key to obtaining meaningful data. Here are 16 interviewing tips to get better data from user studies:

1. Get into character: Put yourself in the shoes of the user and approach the interview from their perspective.
2. Smile: Create a positive and welcoming atmosphere to encourage open and honest responses.
3. Be fascinated: Show genuine interest in the user's experiences and opinions to foster a productive conversation.
4. Be neutral and encouraging: Avoid judgment or dismissive attitudes that could hinder the user's willingness to share their thoughts.
5. Don't judge or dismiss: Be open-minded and receptive to all ideas and feedback, even if they differ from your own.
6. Build an arc: Structure the interview to flow logically and build upon previous questions and answers.
7. Ask WWWWWH questions: Use the classic journalistic approach of asking who, what, where, when, why, and how to gather comprehensive information.
8. Ask follow-up questions: Dig deeper into the user's responses by asking for specific examples or more detailed explanations.
9. When in doubt, clarify: If something is unclear or ambiguous, seek clarification to ensure accurate understanding.
10. Answer questions with questions: Instead of providing immediate answers, turn questions back to the user to encourage further exploration of their thoughts.
11. Keep it personal and concrete: Ask about specific experiences and real-life situations to make the interview more relatable and meaningful.
12. Watch the time: Stay mindful of the time allocated for the interview and ensure that all relevant topics are covered.
13. Don't pitch: Avoid promoting your own ideas or solutions during the interview to maintain objectivity and gather unbiased feedback.
14. Shut up and listen: Give the user ample space to express their thoughts and actively listen without interrupting.
15. Watch facial expressions, body language, and tone (yours and theirs): Pay attention to non-verbal cues to gain additional insights into the user's thoughts and emotions.
16. Practice: Hone your interviewing skills through practice and seek feedback to continuously improve.

In conclusion, companies must recognize the importance of content strategy as a fundamental element of their business strategy. By prioritizing and planning their content creation process, they can ensure that every piece of content serves a purpose and contributes to their overall goals. Additionally, improving the interviewing process in user studies allows for more accurate and valuable data, leading to better insights and decision-making. By incorporating these actionable tips, companies can enhance their content strategy and user research practices, ultimately driving success in the marketplace.