JOUR 651 Lecture Notes - Lecture 11: Content Strategy
27 Jan 2020
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Document Summary
The media industry often collectively suffers from audience assumption disorder: the magical belief that great content magnetically draws audiences we need to succeed. Publication is not distribution and content marketing strategy without an audience development plan is not a strategy in the slightest. Now, when you are creating content strategy about any other changes in the business environment there needs to be a return on investment (roi). The expectation is that when you develop and adopt a content strategy, this creates a benefit through an increase in revenue or operational savings. Keep this in mind when doing audience analytics. There has to be a point of doing it and optimizing content usually means you"ll increase revenue when you are coming up with the right insight and act on those analytical reviews. So you"re going for efficiency and eliminating costs, or boosting sales or audiences. This allows you to exploit advertising revenues and things like that.
