Content strategy remains a bit of a disruptive force in both public and internal facing web properties. Many sites and enterprise platforms have merely repurposed what was paper of PDF based content into HTML and assume that their job is done. Web properties in the news space are probably the best to date in writing content for their users, but only because their revenue is more and more dependent on this. Most news organizations need to double their digital audience by 2020 to face the steady erosion of print based subscribers.
User Centered Content: Develop, and optimize content for your target audience
Since 2003 Google and other search engines have targeted keyword spamming and drastically penalized sites that wrote content primarily to rate well for keyword searches. With the advent of the latest Google algorithm update, where keyword searches are no longer returned in site referrals "[not provided]", websites were forced to actually think more about their audiences. User centered design, long a popular buzzword for web designers is now joined by the user centered content principle. They key is to use analytics and a digital strategy to define your target audience, and then develop content for those users. Using a Long Tail Strategy is very often an effective strategy for content deeper in your site, it is more deeply applicable for your audience and long tail search will refer searches to this content. Assign content categorization for brand awareness, engagement,and direct marketing efforts, such as acquisition, cross sell, and retention efforts. Remember that the content type is not just "articles" but video, info graphics, animations all with some form of written abstract.
Value for Customers:
Why should enterprises care about content? Customer demand relevant and timely content, they reward thought leadership, whether it's about financial services and investing or what product has the best features and ratings. Developing content templates, populating them frequently with the right content, and developing "Evergreen" content that can be re-purposed is key to acquisition, engagement, and retention. If customer find content non-existent, poor quality/stale, they will find third party sites for content, and your platform become a tactical "get it done and leave" site. This in turn means that your opportunity to retain and grow customers is drastically limited. One of the best examples is Amazon, they have become a leader is customer ratings and product video, so people shop there again and again. Their content is pervasive, written by users and user comments. It is, for the most part, trusted and valuable content.
Content Strategy inside the Enterprise - Employees are users
Employees waste upwards of 10-15% of their time searching for content on a multitude of internal systems. The content, whether LOB focused, HR, IT, Compliance, or general policies and procedures, if often just repurposed long form PDF content. It is not well tagged, and not written for younger more tech savvy audiences. The content is also often poorly tagged and not developed for rapid use, such as problem solving. The content originates in a legacy research based model. Today's employees need to have access to content that solves a customer issues quickly and accurately, and many call center interactions fail because there isn't a wealth of detailed and targeted content. The same principles that apply to news, banking, e-commerce apply within the enterprise. If there is a complex process that employees need to understand, use various types of content to explain, train, and test employees. Animations can be much better as a tool to engage and train employees. But it is also key to provide simple bulleted step by step process for employees to retain as a takeaway, and even use as a quick reference. Just like consumer web property search, all of the same principle of developed targeted content, tagging it appropriately, will allow enterprise search engines to push the relevant content to employees.