Recently I was honored to give a talk at Marketo's Marketing Nation Summit on the topic of how current notions of "Content Strategy" fall a bit short, in my view, in terms of moving consumers to action. The current received wisdom of Content Strategy begins with buyer personas, which are then used to craft content designed to appeal to buyers seeking information about your product or category.
There's a problem with that line of thinking, especially in today's Buzzfeed/Upworthy environment, and an environment in which "average" brand content is getting punished by Facebook: brand or product-centered content is not content designed to appeal to an audience. You know--people like you. You are the audience for my blog. You may or may not be a customer, or a lead, or a prospect--but if I wrote to "buyer personas" here, I'd likely be addressing fewer than 5% of you. And I'd be writing content that, to be charitable, would be utilitarian, but likely not "shareworthy."
You might disagree with me here--yes, there is some phenomenal brand-centered content out there. But what I outline in this talk is a way of thinking that is far more likely to produce great content on a regular basis than product or brand-centered personas are able to produce, by design. I'm proud of this talk, and I'm grateful to D.J Waldow at Marketo for the opportunity to speak at the same event as Hilary Clinton. It was great to catch up with Hilary, and by "catch up" I mean I did not see, hear, or speak to her.
Here is the talk in its entirety: http://www.marketo.tv/summit2014/why-you-dont-need-a-content-strategy/