The Great Content Mashup.
There is a lot of discussion lately centred on the difference between a content strategy and an editorial strategy. Wikipedia states, “Content strategy refers to the planning, development, and management of content—written or in other media.”
Seems simple enough – you need to have a plan that develops content appropriately and manages it accordingly.
So what about an editorial strategy? Is this different than a content strategy? Or is it an amalgamation of both?
Back in 2009 when the influx of online marketing was within its infancy, publishing giant Meredith’s digital transformation expert CEO Jack Griffin stated, “We don’t hire editors, we hire content strategist.” Many wondered at the time what he was talking about, but today revere these words as prophetic and intuitive.
Does this mean that creating an editorial strategy is dead, especially now when all you hear is content this and content that?
Let’s go to today’s experts which tend to be a little more pliant when citing a definition.
Content strategist Margot Bloomstein confirms content as, “Planning for the creation, aggregation, delivery, and useful governance of useful, usable, and appropriate content in an experience.”
Yikes! Some big words indeed. And what exactly does an ‘experience’ mean in this context?
If we are to understand Ms. Bloomstein’s definition, let’s break down what editorial content consists of.
What does Content consist of today?
Digital strategists Predicate LLC in New York informs its clients, “editorial content constitutes a publishing asset that is repeatable and repeatedly published (article, blog, etc.) in a recognizable form and packaged (edited) for consumption.”
If we do a mash-up of Ms. Bloomstien’s definition with Predicate’s, we understand an editorial content strategy as:
“The planning for the creation of a publishing asset that is delivered over and over again to varied recipients and all the while its author keeping control of the content’s ability to be useful, usable and appropriate in its application.” Clearly an editorial strategy is crucial to an effective deployment of content.
Integration of disciplines is key.
For most of us working in marketing and communications, we now have the responsibility and accountability to provide our clients with a robust editorial content strategy. No longer can we execute a separate content strategy that is indelibly linked to the marketing side of the business, but in isolation from a solid editorial strategy. We need to preface our content marketing strategy with attention to strategic planning on how and where the content will be viewed and republished.
The argument is no longer whether it’s an editorial strategy or a content marketing strategy, the argument is how best to create, deliver, monitor and measure effective editorial content to all audiences. And forget about the definitions!
Editorial Note: Welcome back everyone to Communications and Convo. It has been a long 9 months and many things have happened to keep me from happily tapping away. That was then. This is now.
I look forward to reacquainting myself with the mighty faithful by writing more stories on communication practices and thoughts about… well we’ll see so stay tuned!