<aside> 🚰 Good content is appropriate. It is appropriate for users when it helps them accomplish their goals.

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Content strategy is a plan in which you use content (audio, visual, and/or written) to achieve your business goals. A successful content strategy will attract your target audience at every stage and keep then engaged.

To create memorable user experiences, you must have the right content strategy and tools.

Customers expect brands to have an identifiable personality and style. They are more likely to engage with brands that cater to their preferences, including how they like to consume and engage with content. Teams using old technologies, and outdated content strategy will struggle to meet the ever increasing standards. There is an efficient way to ensure every brand experience is consistent and enjoyable for customers. It requires understanding the four kepy pillars of content strategy to create memorable experiences and the right use technologies.

1. Relevance: consumers seek personalised content and they want it to be available on their favourite channels. You must be able to target content by device, location, and user preference to create effective personalised experiences.
2. Consistency: each brand touchpoint should build on a customer’s overall experience with the brand. Those visiting a website, mobile app, or ecommerce storefront don’t care who manages products, localise content, or manages delivery. They expect a unified voice and clear brand identity with every encounter.
3. Creativity: attention spans are short. To keep customers engaged, brands must imagine, buid and deliver experiences that are unique, and perhaps unexpected.
4. Speed: customers are trend-hungry; they are always loooking for the next big thing. If a brand can’t deliver on what’s up and coming in its industry, another will. Design teams need workflows and tools that allow them to respond to trends and customer desires.

There are three main factors that need to be taken into consideration when it comes to content strategy:

• Physical

What do the users do? Think about the environmental factors, physical activities, habits, disabilities, preferences, and sensory stimuli. Know your consumers by looking at the segmentation potential, device type, disability, gender, geolocation and time.