Your content theme? What the heck is that? Put simply your theme is the overarching story that you want to tell on behalf of the business.
Start with your brand promise. What is it? How do you extrapolate from it a clear idea that will generate a thousand different attention grabbing stories for your audience?
Now, think about your storytellers. Who are they? Customers? Employees? Partners? And how do you make sure that their contribution links back to the content theme?
A good analogy is an orchestra. Different instruments explore many different melodies, but they're all derived from the theme.
Tone of voice matters too. You need a variety of narrators, with a clear sense of identity. Again, make sure these contributors understand the theme and its purpose.
Above all, put in place the process and reference documents that support the theme. Make sure all your team, content, marketing, the business at large follow this approach.
The result? Harmonious, sophisticated content that hooks customers, business partners and new, talented co-workers. Start rehearsing now!
Beyond getting people to your homepage, you'll want a deeper strategy to drive them to specific sections of your site. And, beyond simply generating and distributing content to drive traffic back to your other online properties, you’ll want to regularly analyze results to help you further home your ongoing content strategy. The combination of a good content strategy and content marketing will work in tandem to help you achieve your goals. So, what's the difference? Your content marketing efforts will drive targeted traffic to your site and once they arrive, your on-site content strategy will work to convert that traffic into leads, followers and customers.
