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Put simply, content strategy involves identifying the type of content that will best enable you to communicate your positioning and achieve your online goals, then planning for the creation of that content by allocating time and resources to the effort. Once you've taken the step of clearly and confidently identifying what you offer, you'll be able to determine the kind of content that will best articulate your positioning to potential clients online and work well with search engine optimisers. First, and most importantly, you should position yourself clearly. This is not only good for the sake of clarity, but also good for the sake of honesty. 
It is a good idea to feature a group of more developed articles, which could in example be updated quarterly. Having read them, any prospect will know what kind of business you are running. Each article should be a well-written, clearly articulated idea and composed in a way that is conducive to online reading. Often broken out into easy to follow lists, these articles should all contain strong advice and actionable steps that their clients and prospects can put to use. Finding the subject of a page is the first step in search engine optimization and any internet marketing strategy needs to be directed toward search. So it is a good idea to make the meta titles a little different from the article titles.

Blogging is another key part of this.  Many companies begin publishing content under the heading of "blog" that does not actually fit the description of what a blog should be. While both allow for readers to submit comments, there should be a way to distinguish to the audience between articles and blog posts for several important reasons. High ranking search engine google will receive feedback. The articles should be be self-contained, less frequent, and more developed based upon internally conducted research, making for a more formal presentation. On the other hand, blog posts should be shorter and more informal, meant to set out the companies point of view. These distinctions are important as they help to clarify the purpose of each type of content within the overall strategy. Other types of information are important to defining the purpose and presentation of a blog. These include keyword categorization of posts, tagging and a visual tag cloud, various sharing options, a blog-specific search tool, and a list of links to related or suggested material. This approach allows you to use the blog to express a more subtle but comprehensive point of view which should become clearer and stronger as more and more content is created.

Lastly, the ability for readers to comment on posts is a must. This can be proven on many london search engine consultants websites from example. The primary point of the blog format within a companies content strategy is to connect with clients and prospects. Allowing for comments is a great way to receive feedback and build trust. However, participation of this sort is not easy to come by. While A-list bloggers get hundreds or thousands of comments per post, most blogs get few to none. But, don't let a lack of comments dissuade you from persevering with your blog. It takes time and hard work to develop a community around a blog. In a way, content strategy appears to be pretty simple: Feature some videos, write a more developed article every few months, keep a blog. Even a content strategy as apparently simple as this takes a lot of hard work and comes at a cost.

The success of the content strategy will normally depend upon the level of importance it has internally.  By delegating some research and writing, you are able to use the creation of the articles as an opportunity to mentor junior staff members and identify those more inclined toward strategic thinking. A slower approach to blogging has been suggested in the past. If you take some time to blog internally as a closed blog first to practice, and find out who's skilled and who's not. By spending this kind of time developing the approach to blogging, you will be able to find a unified voice and identify and commit to a particular goal for the blog, rather than let it turn in to an ineffective free-for-all. A committed schedule that requires at least 1 post every 2-3 days and a weekly poll is a good way to start. Mobile web usability will also play a role in this later on.

Keeping the number of bloggers low ensures that the responsibility is taken seriously. Blogging needs to be done by a dedicated resource and needs to be part of their actual job description. Planned time and dedicated resources keeps the company aware of it's main goal and maintains an overall discipline for the staff. Your content strategy is not something to be taken lightly. The content of the website should only be part of the overall content strategy. Building a strong foundation for your strategy will require a serious commitment to refining your positioning, planning an approach, dedicating resources and persevering long enough to see results.