We've all heard or used the phrase, "Knowledge is power." For years, people and businesses valued their assets at the level of information they had and what secrets they kept. Data and information were doled out sparingly, with people holding back on the juiciest pieces.

Then the Web took root and soon new successes were found among those companies that could provide access to information easily and quickly. "Mash-ups," the creative combination of services, features and functionalities where the whole is definitely greater than the sum of its parts, became the catalyst for the development of social media.

All of a sudden we found ourselves confronted not only with a thousand cable channels on TV but a limitless stream of online stuff—from websites of every kind to blogs written by self-described experts on one topic or another to the growth of online videos that could be described as fueling a data pandemic.

Never before has the need been so great to build a solid and definable content strategy. Although content is definitely king, unplanned, uncoordinated or disconnected content is disaster. 

As more agents use social networking tools to communicate with the marketplace, reach prospective clients and generally try to impart an image of their agency's brand and culture, the amount of content generated is growing exponentially; though mostly untamed and haphazardly. That's why as you decide to venture out into the realm of social media, developing a social media strategy is often not enough; you need to incorporate a content strategy as well.

Content strategy can give you a pathway to efficiencies and enhanced client and prospect interaction. This strategy should incorporate all types of content, from online and social network-based to print collateral and advertising. But don't get overwhelmed; building a strategy around your content need not be difficult or time consuming.

Let's start by understanding what content strategy really means. One definition of content strategy is a plan that looks at the content itself: its tone, tenor, frequency and style of delivery across all communications channels including video, audio, written and spoken. A good strategy should answer the question, "What does what you say, say about you?"

It helps you determine what content you are going to deliver, how often you will deliver it and what perspective you will take on the content, recognizing that the intended recipient will determine most of the previous points.

Review Your Existing Content

If you want to take a stab at building a content strategy, here are a few suggested first steps.

  1. Look at the content you already have by conducting a communications audit of your print and online collateral, including your website, brochures, pamphlets, reports and advertising copy. Cull out all the outdated, inaccurate or "off the mark" content. This is often the most difficult step but it's a very important one if you want to really build a coordinated messaging process and a clear and accurate reflection of your agency's brand.
  2. As you look at your content, separate it into different categories:

    • Future proof: Material that is stable and has a shelf life

• Outdated: Information that's wrong or mistimed

• Trivial: Consider the information's actual value and ask yourself if it can it be eliminated or incorporated elsewhere

• Repetitive: If you already have three other pieces that cover the same subject, dump it.

  • While you're cleaning out the cobwebs of content, consider what it is you want to accomplish with your content strategy. Establish internally a clear statement on the purpose for communicating the content. Some of the more obvious reasons might be to:

    • Convey important information

    • • Establish your agency as a solid resource

    • Introduce your agency's culture, philosophy and brand to your market

    • Start a dialogue

    • Leverage the platform for listening to your stakeholders.

  • Next, identify each of the conduits you will use to get that material out, remembering that not every avenue needs to be adopted at the same time. Determine the audiences to be touched by each , such as:

    • Staff

    • • Clients, including your personal lines books and your commercial lines books

    • Carrier markets

    • Prospects.

    Establish the specific messages you want to communicate to each of the different stakeholders. The content you share with existing clients versus prospects or carriers may have similarities but probably need a different tone or focus. The same goes for how you deliver that content.

  • Once you're ready to start the ball rolling, timing comes into play. Grab a calendar and plan your schedule for different vehicles: website updates, blog postings, Twitter posts, Facebook statuses, etc. Start with just a few platforms and then as you get into the routine of delivering content on a regular basis, consider adding on other communications channels.

    • Internal Support for Plan

    Engaging the staff from the start in this process always is a good idea. Put together a small committee with staff from the various areas of the agency, including:

    • CSRs
    • Producers
    • Management
    • Marketing/communication.

    Especially for plans that include a lot of social media delivery, find people on your staff who naturally communicate that way. They will understand the mechanics and protocol of each of the environments and consider the job less of a burden and more just an easy part of their daily workflow.

    Make sure the entire staff is on the same page and understands all aspects of the strategy; they will be the ones executing it and living it every day. Then stick to the plan.

    Before you start, it's also critical for you have written down your definition of success and then evaluate against it. Measuring success in social media can be difficult. Depending on your goals, you might use Google Analytics to see how your website traffic changes. Google Alerts is a good way to stay on top of Web mentions of your agency. You can easily create an alert around the agency name or other terms and automatically receive emails on the latest relevant Google results.

    For your content strategy to succeed, you need to define your objectives. What specifically are you trying to change? What are the benchmarks against which you will measure success? What as a business do you want to accomplish? Grow new business? Increase retention? Strengthen referral business?

    Content Development

    When you begin, don't expect one or two people to generate all the content; spread it around to several subject matter experts. Let them come up with ideas based on the framework of the plan, and then the key content people can take the pieces and pull out that which fits the platform and purpose of the communications.

    By spreading the work across different members of the staff you also receive a variety of perspectives that will enhance the content and appeal of the message. In these initial stages, be sure to loop back with the team that put the strategy together. Validate the new content against the purpose as defined in the plan and frequently step back to take that 3,000-foot view of your overall content.

    Although we started out talking about content in general, including print collateral, once you've determined the printed materials you need and their specific purposes, you're not about to change them that readily. It doesn't mean you shouldn't include that content in the audit or in your strategic planning, just know that print materials are less flexible than online content.

    As you develop your plan, set schedules and create content, keep these thoughts in mind:

    • Take baby steps: Don't try tackling everything up front. Your plan should include a rollout timeline based upon your agency's comfort level with the platforms, ability to maintain output and the fit with your audience. If you're in a market full of senior citizens, I would still begin with Twitter feeds, but also develop a Facebook page (the largest growing segment of Facebook users is the 60 years and older).
    • Use different voices: Consider having different perspectives for different platforms. Maybe the agency principal's "voice" blogs with an industry focus; the producers' "voice" posts to a Facebook page on risk issues and client-facing concerns; and the CSRs tweet agency activities and community involvement. It keeps the content interesting and paints a complete picture of the type of the agency you are.
    • Be consistent about frequency: Nothing is more damaging to your reputation than starting "full guns" and then petering out. Don't fall into the trap of letting your excitement for this plan overwhelm your ability to execute it. Start slowly on the output; let the need for communications drive the frequency but always err on the side of "less is more."
    • Listen: I wish I could print this in flashing neon orange letters. Effective content development and delivery goes both ways. The operative word in "social media" is "social." To be social, you need to engage people in dialogue.

    The businesses with the most effective social media content strategies are those that understand two important points:

    1. This environment is about building relationships and presenting your agency to the marketplace, often before anyone sets foot inside your doors.
    2. It is not about selling your products. The quickest way to turn people off to your posts and blogs is to talk about the great products and services you offer.

    Good luck and, if you need help, send me an email.

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