I was at a course last week called Intro to Content Strategy over at GDI in Center City, Philadelphia.

Great setting for break out hands-on practice with other participants. Our task, by the end of the course, was to develop a Content Strategy for a non-profit. But, we first were asked to define content strategy by teacher, David Dylan Thomas.

What is Content Strategy?

If you’re wondering what content strategy is, the Content Marketing Institute has this to say; “Content marketing strategy, content strategy, and content plan. People often use these terms interchangeably (which is understandable, as the lines are somewhat blurry), but each is a bit different.” It’s a good article to refer to.

Content Strategy is loosely “anything that delivers a message in a specific context.” 

Here’s an example. Take any item on your desk or your person. That bottle of water you are drinking, or the watch you are wearing. Those lavender wipes that you de-stress with. In itself, it is a thing.

Now, frame the shot and photograph it (in your mind’s eye). Think of how that picture could be interpreted by others who see it.

What might they think?

What do you want them to think?

Can you line up the visual so that your audience gets the point?

For instance, if you were trying to sell the thing, would you make money? If you are attempting to inform, would anyone think you were an expert?

Once you have the image, caption it – “refreshing” or “durable.”

Think of how you’re going to share it. After all, its a fantastic photo, kick ass caption and everyone ‘has to see this!’ Would you write a blog? Use it on a CD cover? Research elements for an article? Upload to social media? Work it into your website?

Why Mindfulness Infused Content Strategy is Powerful

When it comes to content strategy, you want to plan things (pun intended) out so they achieve your goals. What you do today affects tomorrow.

“Meditation may help us see that this path we call our life has direction; that it is always unfolding, moment by moment; and that what happens now, in this moment, influences what happens next.” – Jon Kabat- Zinn

Mindfulness practice teaches us to be attentive. It isn’t about hanging on tightly to a goal the way we do in business. Yet we learn to move towards a specific direction. A mindful mind can act with clarity.

The clarity illuminates the path. That’s why I believe content strategy involves mindfulness.

Need help?

 

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