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Working Backward – Defining Content to Define Your Business

Content strategy for start-ups, business expansions, and digital campaigns.

Is it possible that business strategy and content strategy are starting to overlap?

Many of my clients are start-ups. When creating all new or optimizing content for digital efforts, I first need to know a few things about the business and business goals.

Makes sense, right?

I have developed a process of discovery that’s worked very well in developing a content strategy. It helps me identify:

  • what the product is,
  • who it’s for,
  • what the benefits and features are, and
  • why someone should believe any of it.

Armed with this info, I can create some really powerful, effective content.

But when the business is a really fresh and chick-naked start-up, when the founders want to go-go-go but are still figuring out how it’s going to work and where the money will be coming from … my job is a little harder.

I totally believe in the launch, get feedback and iterate approach … but … I then find myself creating “placeholder” content. And not Lorem ipsum. I’m writing draft content that suggests how things could work for the business: for the customer process, for the business model.

Maybe this. Maybe that. An interesting position to be in for a content strategist.

Posted by Shelly Bowen on May 04, 2009. Filed under Web Content Inspiration, Web Content Strategy

 

2 Comments | RSS feed for comments on this post

  • Kudos for using “chick-naked” as an adjective. ;)

    Comment by Chris Moritz on May 05, 2009

  • You know, my original theme (which is first, the chicken or the egg?) got ditched, and now I’m thinking there might be a double entendre there I didn’t quite intend!

    Comment by Shelly on May 05, 2009

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