Defining content strategy

The term has been around for a long time but often confuses more than it clarifies. In essence, having a content strategy means you've thought about what you want to say on your website and how you want to get your message across to the right people.

Don't write content purely for its own sake. People don't have time to read long pages of prose - ensure what you have to say has value, how will it enrich? How will it empower? How will it educate?

When we build Rocketspark websites, we think of it in terms of a paella (sorry, food is close to our hearts hence the analogy). Buy a shop-bought, 'bung in the oven' poor relation and you'll have limited ingredients - usually plenty of rice, peas and peppers, bland chicken and if you're lucky a solitary prawn. Once eaten, you've had enough but rarely will you buy again. The same can be said for a website that hasn't had the benefit of a content strategy - it's sufficient but it doesn't inspire and you certainly won't return for repeat visit.

In contrast, our Rocketspark websites have been created with care. We think about every ingredient which includes: layout, signposting, navigation, calls to action, tag lines, images and page content. Think of these each as a succulent morsel in a truly authentic paella - it's difficult to beat once executed perfectly.

Don't choose the processed option
The processed option

Ultimately leads to disappointment

The first thing we do is listen. Who are you and where do you want to be? What purpose should the website serve and what other social platforms are you most active? How can we get your content working for you and keep you efficient (yes, it can be time-consuming but not if you follow a few simple rules). At Digital Doctor, we're advocates of simplicity - no-one should be a slave to marketing - enjoy it and get it working for you.
 

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