I confess that I tend to write most about the sales-specific content strategy: Mapping your content against your sales funnel so that you generate more leads, more sales, more repeat sales.
But there are other pathways to which content should be mapped.
Human Resources should have a defined pathway from hire to retire and internal content can be mapped to that pathway. (In my experience, this is the place where businesses have articulated their content strategy the most.
Vision casting and then communicating that vision – which is sort of a leadership pathway or an internal communication pathway – should also have the process established to create vision in the upper echelons of the business and then communicated down through the organization. In my experienced, this is rarely done (as infrequently as mapping content to the sales pipeline) and is one of a handful of reasons why strategy implementation fails in businesses.
There should be content strategies for vendor communications (and this is growing in importance as more and more businesses outsource more and more of their work). There should be content strategies for what might be considered back-office practices like accounts receivable.
Content should align closely with business processes throughout the organization.
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Aaron Hoos is a business writer. He accelerates business performance with copywriting, technical writing, internet marketing, and sales funnel strategy.
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