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Monday, October 4, 2010

Strategic Tools for Strategic Content

Content is useless if it doesn’t tell a story.  A story is not very helpful if it doesn’t relate the right information about a company’s brand.  Yet, time and again, we see content-centered communications programs in the market that appear completely disconnected from brand or strategy. 
Here are three ways you can use communications as a catalyst to define real business strategies and messages into your programs:
1.  Strategic SWOT:  We’ve all done SWOT.  How do you turn it from a list to a strategic tool?  The answer is quite simple: align strengths with opportunities to identify offensive strategies.  Then align weaknesses and threats to identify defensive strategies.
2.  Develop an elevator statement: These statements have been a cornerstone of communications for years, However, in a 140-word world, they are more critical than ever.  Fortunately, there is a great new website that steps you through the process of building your elevator pitch quickly and powerfully.  Try it at Buzzuka.
3. Be clear about what you mean by strategy.  Michael Porter, the father of modern strategic thinking, said it best:  Strategy is what you choose not to do!  Clients and communications programs can get easily bloated by trying to do everything instead of trying to do the strategic thing.  Take a look at one of our earlier blogs to understand the relationship among strategy, objectives and how to use them the right way.

1 comment:

  1. Agree that content is useless unless you tell a story - a compelling story. At we say that "you can't sell it if you can't tell it." Thanks for the reference to our elevator pitch studio.
    Paula Satow