Content strategy is becoming increasingly vital to the success of many small businesses. However, is it all the same? Are there specializations in the field of content strategy? Most importantly, which do you need to incorporate into your inbound marketing campaigns?

Content strategy comes in two main forms: front-end, and back-end. An effective marketing strategy will seamlessly blend both facets into a powerful messaging machine.

Front-End Content Strategy

Font-end content strategy is focused on customer experience. Most marketing campaigns focus on this facet of managing their content. This side of the practice develops solutions for concerns such as:

Target Demographic
Buyer Personas
Audience Needs
Adding Value
Messaging Consistency
Relevant Topics
Timing & Media
SEO Practice
Style Guides

Back-End Content Strategy

Back-end content strategy is focused on finding the most effective use of technology to drive that front-end content in the most impactful way. This side of the practice develops solutions for concerns such as:

Content Organization
Automation
Structure
Scalability
Innovation
Content Reuse
CMS structure
Metadata

Why You Need Both

While both sides of content strategy are equally important, many businesses only focus on the front-end side of the practice. Front-end strategy without back-end influence can mean a less effective campaign. You may find yourself spending more time and money than you need to in order to maintain your messaging. At the same time, a back-end strategy without front-end influence may look technically beautiful, but fail to connect to the audience.

Just like in business, you need to utilize your creative strengths, and your analytical strategies. The result of a fully comprehensive strategy will save you time, money, and connect with your audience while driving sales.

For a free, comprehensive content analysis, contact Heeren Content & Strategy.


Contributor: Erika is the founder of Heeren Content & Strategy and serves as Project Manager for Wright Stuff Radio. A 13-year marketing and public relations veteran, she has a professional focus on integrated media spanning 16 different industries. She works with small businesses and non-profit organizations to provide affordable, professional-quality content development, marketing, and public relations services. Her clients include local small business owners, marketing agencies, public universities, media outlets, Huffington Post-published authors, IT firms, and non-profit organizations.

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