I enjoyed the Gamification course last year on Coursera, so I decided to take up another course: Content Strategy for Professionals. While it is already what I do (having naturally blossomed from my work on social business strategy, digital strategy, online marketing, and copywriting), I think it’s still worth my time to find out how it was approached in the academe, and if there were any new things I can learn.
In one of the video lectures, Content Strategy was laid out as “…credible, trustworthy, transparent content that enhances the organization’s strategic goals.” This definition generated a lot of questions and discussion in the course forum. The general criticism was that it seemed to imply that content strategy is a characteristic of content rather then the plan or framework that guides content creation and implementation. A lot of students favoured Kristina Halvorson’s definition of content strategy cited below in my own reply to this discussion thread. Others also raised questions to how content strategy was differentiated from content marketing.
What’s in a name: content strategy or content marketing? How about content brand? In essence, I agree with the general criticism but do think that Halvorson’s definition doesn’t contradict the course definition. I find the perspective on content marketing too one-dimensional, and I’d rather move the discussion towards how a good content strategy should aspire for the creation of a great content brand. Below is my detailed response: Continue reading