As marketers, we’re accustomed to creating content for our clients. And with whatever time is left over, we dash off the occasional blog post on our digital parchment, which we roll up and stick into a bottle called a blog, and throw into the Internet sea. And then we wait.
If we’re lucky, someone finds the bottle, reads and is excited by the note and writes us a letter (email) in response.
More often, not.
If not, it could be the content but more likely it’s the vehicle. A content strategy addresses both. Most importantly it establishes guidelines that will not only ensure your content will be delivered to its audience in a boat rather than a bottle but also increase the chances that they will read and indeed write you back.