Friends & partners & interesting Follow

It's been a while since our last conversation with thought leaders, who I define as those professionals who walk the talk and by doing so advance their chosen field. I met Kristina Halvorson through Tim Brunelle a couple of years ago when I spoke at the MIMA Summit. We found we had a mutual interest in content strategy and we kept in touch. She was the natural choice for a conversation about content strategy, given the progress we have made in our practice here. ________________ You were probably one of the first people in my network to write about Content Strategy for the Web. When you talk about content strategy, what exactly does that term encompass in your mind? Kristina: Content strategy plans for the creation, distribution, and governance of content. So when I talk about content strategy, I’m not just talking about what content to create or how it should be shared. That’s actually the easy part of the conversation! Our agencies and internal teams can brainstorm all kinds of topics and formats (what content) based on audience research, analytics, competitor activity, and so on. We can talk about how to make our content engaging and persuasive (how it sounds, what it looks like). We can make lists of content distribution channels and platforms (where). Content marketing largely focuses on these components of our content planning and creation. What’s difficult—and what regularly derails even the most well-intentioned content marketing initiatives—is actually figuring out the answers to far more complicated...