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content strategy

 presents since today there are so many dif-

ferent types of content delivered in different forms to different places on different access 

platforms, yet it is increasingly important to engage customers in social media.

It can be seen that managing the creation of quality content is part of a broader customer 

engagement strategy which looks at delivering effective content across the whole customer 

life cycle. As such it is an integral part of the CRM strategy development which we cover in 

more detail in the next chapter.

To help deliver a compelling OVP requires a change of mindset for many companies. 

They need to think more like a publisher and so invest in quality content that is superior to 

that of their competitors. This requires:

● 

Quality, compelling content – content is still king!

● 

Quality writers to create quality content who may be internal staff or external freelance 

writers.

● 

An editorial calendar and appropriate process to schedule and deliver the content.

● 

Investment in software tools to facilitate the process.

● 

Investment in customer research to determine the content their different audiences will 

engage with.

● 

Careful tracking of which content engages and which does not.